Coors Beer is HEXO's partner. Research Coors who started operation in Colorado around 1873 and survived probation by diversification into "Malted Milk" for candy manufacturing companies. The company today has generations of the same family business. Their historic business model is geared around large distribution in wholesale and retail sales = successful business as 7th largest distributor of beer on the planet. Business 101 the basic supply of a product that is needed and desired (demand) equals cash flow. Long successful track record, diversification, innovation Coors and HEXO equals winner. If you think of this as a pump and dump then look at who is pumping (COORS) and I will be dumping HEXO around $10 a share really soon.