Forgive me, if I don't understand this market but why not reformulate while the FDA investigation is going on? Or at least provide a reformulation contingency p

Forgive me, if I don't understand this market but why not reformulate while the FDA investigation is going on? Or at least provide a reformulation contingency prospectus and it's effect on revenue to prospective investors / purchasers. This is my first exposure to this story so it may have been done, but the story read like "oh well, can't get money lets close shop". I guess my question is, is caffeine that important to these drinks that the brand would not have survived it's removal? They seemed to have attractive packaging and a solid network, am I missing something here. I mean it's vodka, a couple of trips through activated charcoal and it's the good stuff. What else is there to this. Could they not compete on Vodka alone?