While it did make continual losses, this was planned (much like Xero now).
It didn't miss sales targets.
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Think they only need to disclose the actual sale that took them below the 5%
But then again you would think that they would then say they only had that reduced number eh
Maybe they did sell 315k The others at a lower price than the 45k and were trying to hide that loss
That doesn't accord with my early memories of Steinlager. As I recall, it was a big hit with the yuppies of that era who had been brought up on 6 o'clock closing, draught beer by the jug and the likes of Lion Red (and Brown), DB, Champion, Wards, Speights etc - in big bottles. Not a huge selection there and very little, expensive, imported brews available. But then, I might just be looking at those times through rose coloured taste buds!
MOA was always a gamble on the reputation of the Geoff Ross though wasn't it?
If he could do it with vodka then why not with beer?
Unfortunately they are two different products in very different markets with completely different consumers.