I would think based on their present thinking looking forward; they have tapped into a healthy alternative to hangover relief. Going with this theme "Healthy" it would lead me to believe it would be something legal which could be hemp or MMJ related. Hjoe is a/the healthy alternative, efficient and cost effective. I would think they would also want people to continue to remain healthy. Ironically getting shit faced isn't exactly healthy for your liver and kidneys...but whatever!!
LOL Hjoe won't make those feel better...LOL

So my thinking is something along the lines of a "healing" beverage that is taking market by storm. MMJ is becoming more and more widely accepted shedding its social taboo which opens the market for far more product. If they can get on board and get the rest or at the very least run tandem they have a good chance at taking some of the market share. why change the focus if it's working right? HEALTH, RECOVERY, HEALING.

as you said it can be fun to speculate. maybe whispering voices will drop some pleasant melody our way.