Sorry this doesn't fly. This company has come a very long way, when there weren't as many players. The competition is all over the place now. Go to any supermarket. There are countless varieties of drinks and they keep on coming out with more. The new fad is Hint. Several years ago I remember Jones Soda. Look at them today. The PE is high, but an $11 billion market cap? This is a bubble stock that hasn't been addressed yet.