I would not say Coles is dead, but I agree best to focus on...

I would not say Coles is dead, but I agree best to focus on sales on the higher margin e-commerce platforms in the US like Shopify, Amazon and Walmart for the rest of this year. As @Cadel said, Coles serves its purpose, which is to validate that Kava is safe by being sold in a reputable supermarket and to allow new customers to buy and try.

Retail is just one of three pillars, with the smallest sales and margins. I would like to see the Coles revenue / unit price increase in the coming weeks, which will validate that the discounts provided early on for the shots, 50gm and 150gm bag range were affective in enticing new repeat sales.