Dude, it's like a lot of companies with bottling plants that have idle time are prime candidates to basically "rent out time" on the equipment cause the equipment isn't making them any money when it's idle. Their brand won't be hurt by it, especially if it brings with it the potential for a JV or an acquisition that may benefit both companies later on. Look at Dr. Pepper. Some might think it makes no sense to help the competition, but obviously they're not looking at it from the same angle. They'd rather be a part of the next big thing in the bevvy world than to not be a part of it. They're looking at room for both products in the market and the increased revenues. Also they're most likely aware that somebody somewhere will bottle it, so refusing to do so will gain them little to nothing.