I read about a large beer brewer doing this recently too, testing the concept in Brazil first - I think it was AB InBev. I think if makes sense to open a new sa

I read about a large beer brewer doing this recently too, testing the concept in Brazil first - I think it was AB InBev. I think if makes sense to open a new sales channel, but it can't be easy for a manufactering org to build the processes and infrastructure for this - it must be like starting a whole new company from scratch.