Geoffrey Gwin
Analyst · Laridae Capital. Please go ahead
So let's talk about the three major brands, and we have a lot of brands, but our three major brands are Portland Potato Vodka and Burnside, those are focused in Portland and Pacific Northwest; and then we have Azuñia, the tequila brand that we purchased a few years ago. Vodka for us is a critical space because that's a place where we can do a lot of volume, and we can do a lot of volume with our concentrated footprint in Portland. We can really deliver more cases, more volume, leverage the fixed expense base. What you've seen with this company is we've been shifting investment from spirit brands to the digital can printing. And a lot of people ask me, why are you doing that? Spirits is supposed to be a hot category. And the truth of the matter is it is a hot category, but it's extremely difficult to do, to compete, in California with the 3-tier distribution system and the way that the structure of the segment operates. You're going to need a tremendous amount of capital or you're going to need a celebrity partner or someone who can pull demand through a reluctant distributor. That's a fact. I mean that's a real challenge. However, thankfully, we have a strong market position in a control state in Oregon, and that limits the leverage the distributor has on taking gross margin from us. So I'm growing the spirits business back in Oregon first. And then we will expand when we have more leverage with our partners, right? So Portland Potato Vodka is critical. So what we've done there is we have lowered the cost there significantly. Liquid costs, the bottle, packaging, whole manufacturing process has been rebuilt. We've sized that to improve the margins. And so we're going to put more volume through our facility in Milwaukee, Oregon. And we're going to see those margins improve at PPV. And that's going to be the growth driver. So what you've seen in the summer is we got aggressive with our main competitors in Portland, and we did okay. We weren't positive in units. We were mid-single-digit down. But based on what we're seeing in the economy, I'm happy with that. Now the next thing, as you mentioned, is Burnside. Burnside's a disappointment. We're in a position to really grow Burnside. In fact, we have some outstanding Burnside products that we're working on, one of which is a 17-year bourbon for Buckman. And we think that it's outstanding. And we believe that we have an opportunity to roll out some unique products in the Burnside line and get more interest in that brand and get some growth. But that's the challenge. Burnside and Azuñia are two brands that need investment. And this company has been about restructuring and reducing costs and underinvestment there. It has been one of the things that I think slowed the turnaround in those two brands. But here, this is where the market makes a decision. In a small-cap market, the cost of capital, where our stock is, is telling us that they don't have the capital to invest there. It's extremely expensive to borrow funds at this point. We just did the debt for equity swap. You saw that. So we're having to pick our areas very carefully where we invest, and we have a limited amount of capital to use. And it's to retain the public company status and grow digital can printing because that's immediate. That's the investment made and we have immediate impact because we're seeing customers who are transitioning to this package. So Burnside is a work in progress and the same thing with Azuñia. When we have a little bit more capital, we have a plan in place and we think we're going to be able to execute it, then in the near term, we're going to do some unique things in Burnside, we think, that are going to drive awareness and volume in Portland. But right now, PPV is leading the way.