re: Go Woke Go Broke, Dixie Beer Edition

Benson bought it, not at a premium.

They built the facility which was politically and tax motivated. It was in a terrible location and was overbuilt.

Covid hit.

They changed the name.

They merged in / sold to a company with an awful reputation in the business.

Now the whole thing is collapsing.

To say simply the name change caused them to fail is not legit.

The shitty beer and terrible location and covid cost them to lose money. To gain a marketing spark, they changed the name.

When the name change did not work, they then sold out, thinking the partnership was going to be a lifeline. The partnership turned out to be awful at best and more than likely a fraud (if not criminal fraud then certainly misrepresenting competence, along with a total lack of due dilligance by Benson's management).

Changing their name hastened their demise, but I still beleive if they were called Dixie today, the other problems still exist and they are still going to fail. Maybe changing the name sped up the timeline, but it was never going to make it long term.