The shots are grab and drink? Looks to me like the 150g is...

The shots are grab and drink? Looks to me like the 150g is selling very well at Coles. At the moment only a tiny percent of possible market know Kava is in Coles. people will move between buying from Coles and the internet, but in general they are probably two distinct markets. Feel like a Coke buy some at Coles. Feel like a kava buy one when at shop. Important thing is you have the product that if somebody feels like it they can grab one. Coke(soft drink) on the internet not much of a business. Coke on a supermarket shelf, in cafes, service stations , vending machines huge business.
I reckon six packs of shots in a cheaper lighter format ie pet or aluminium would sell.
I'm not talking about either or I talking about both internet and retail aggressively. 40% margin at Coles is good. Coke has probably a couple of million customers a week. How many customers a week does BRW have.? where ever you make your 40% distribute. CCO needs to stop farting around and become the billion dollar industry it is.