The business model is broken as they have priced themselves out of the market.
First and foremost, they need to get their whiskey into attractive 700ml and 1000 ml bottles to take away the impression that they are screwing people on quantity.
Secondly, they need to lower their price to make it more affordable for the general whiskey drinking population.
Thirdly, they need to cut cost to generate a profit from doing the above. If not, then they might as well sell out or shut down the operation. Do not go to shareholders asking for money just to pay the bills.
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