Letter to the Shareholders - Seite 2

One of the most exciting developments has been the response to the Adios launch. The kickoff in Atlanta went much better than expected, creating momentum that has already begun opening doors in additional states. That early success is encouraging, but it also brings with it a significant operational and financial task. Expanding a beverage and spirits brand across multiple states requires inventory, compliance, distributor support, marketing, logistics, people, and capital. We are now in the middle of that process, and while it is demanding, it is also exactly the kind of challenge that comes with a brand showing real traction. Adios remains one of the company's most visible and exciting opportunities. The brand has the potential to stand apart in the ready-to-drink category because it is not simply another beverage product. It is built around culture, lifestyle, live experiences, and consumer connection. Our goal is to make Adios a brand people remember, seek out, and associate with moments they enjoy. That takes time, money, patience, and execution, but the early indicators are encouraging. We are also excited about Thirst Responder and the broader hydration platform we are building. Hydration, functional beverages, wellness, and convenience remain strong consumer categories, and we believe Thirst Responder gives us another brand with the ability to connect with customers in a practical and repeatable way. As with Adios, the opportunity is real, but so is the work required to build the brand properly. LOCK'DIN is also going through a long-overdue facelift. That process is important, but it is not free. Updating a brand properly requires investment in formulation review, packaging, positioning, creative, messaging, sales materials, inventory planning, and market relaunch strategy. We believe the work being done now can give LOCK'DIN a stronger identity and a better chance to compete in the functional beverage space, but shareholders should understand that this kind of rebuild carries real front-end cost before the benefits are fully visible.

Looking ahead, 2026 is shaping up to be a very important year for the company. Tonight, the concert venue opportunity begins in New Mexico with Boots in the Park, kicking off the Adios sponsorship activations for the 2026 concert venue season. This is the type of real-world brand exposure we believe can help separate Adios from ordinary product launches. Concert venues, live events, sponsorships, and consumer-facing activations give us the chance to put the brand directly in front of consumers in environments where memories are being made. We believe this approach matters. Great brands are not built only on shelves or websites. They are built through experiences, repetition, awareness, and trust. The concert venue strategy gives Adios the opportunity to become part of the consumer experience, and that is a powerful place for a new brand to begin building loyalty.

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