Hopefully with them managing not only the selection process internally but more importantly- the relationship AFTER they start the distributor - this new launch will have a much higher long term success rate. The SMS model seemed better suited for an established brand such as Tabasco where name recognition/logo was already established. Those buying a dealership for Tobasco needed significantly lessbelp marketing/positioning/selling to new customers as there was already a strong brand presence. There was very limited POS material for distributors through SMS which is critical especially for new brands needing displays to catch attention.

The Happy Jacks now provides a non alcoholic version and more "family friendly" version which is necessary for the fund raising. Those dealers still have access to all brands but now they arent leading with a "hangover" product. These guys have had some false starts and unfortunate issues (such as the 1st co packer that sent them sideways early on) but they have continued to learn, adapt, and adjust. LTCG didnt sell well. Market wanted caffeine and the instant jolt it provides. Eventually the market will shift back towards "safer" alternatives. They adjust and move forward. They will continue to improve on the operational side but remember the cofounders (Adamson and Jaynes) are marketing guys (Jaynes with the legal background).

Also remember - they have no requirement to update shareholders but they continue to do so while they move the brand forward. If this was a scam - they would just be piling themselves in deeper. Light at the end of that tunnel keeps getting brighter and no train whistle (at least for shareholders...)