demand is incredible... and growing!, page-24

Well, that's a percentage of the total sales. So considering the shelves were empty for months of BAL's product... they couldn't even physically sell any more than they did, in any possible way. Everything they made was pretty much instantly sold and now/soon they'll be able to provide much more than this to stores and online. Speaking of which, this is just supermarkets. If I were them of course I'd be selling it online for much higher profit than spending half the retail price to rent a shelf facing in coles and be reliant on them not screwing me over like they do to all their suppliers.

Also, that graph could mean they actually sold more every month, but just a lower percentage total. E.g. maybe one month they sold 100k out of a total 500k of all brands. Next month they sold 190k out of 1 million. Much more, but a lower percentage of the total. (Made up figures but they illustrate the point).