GT Dave

Exactly.

Oh, wow.

Well, first of all, I mean, as I mentioned earlier, health and wellness has been infiltrated.

it really started to get infiltrated a lot in like around 2016 to 2018 because you started to see news hit where companies were selling and they were selling for a large dollar amount, right?

So the first notable kombucha brand to sell was a brand called Kavita and they sold to Pepsi in 2016 and they sold for 200 million, which at the time was like,

That could have been like 10 billion in people's minds.

Like that dollar figure was huge and it rocked the health food industry and specifically the kombucha category.

And how big of a brand was that?

I think at the time when they sold, they were probably at like...

maybe 75 million in sales, but they really, I mean, their growth was remarkable.

You can't take away the success that that brand had.

Was theirs alive as well or no?

It kind of did a little bit of a dance of like live probiotics and it used certain language, but at the end of the day, it was discovered it was pasteurized.

Did it have to be refrigerated or no?

Well, so the jury's still out on that.

Like there are products, Rick, that,

are technically ambient, but they claim they need to be kept refrigerated.

That's exactly right.

But even more so in this like ready to drink beverage space, it's a little bit of a secret approach of how to get high traffic store shelf placement

and almost hijack certain categories.