Exactly. And there is very little they can do about it whilst operating at their current scale.I walk into a bottle-O these days and there seems to be 1001 different beers, how do they all make money? Just the marketing they need to spend to get someone to try their beer makes me shudder. Now these guys are getting into bed with Woolies, care to take a guess who will make more money out of this?
WOW will get into bed with these guys then start marketing their own home brands and in the end GRB will become a contract manufacturer for WOW, earning returns commensurate with that position. If they're doing it to multinational food manufacturers, then they'll do it to a microbrewery.
Another turn-off is that businesses like this aren't exactly scalable. You want to expand, you foot the capex bill.