Sure, they could fail. Turns out running a business is hard, and carving out a niche against behemoths in the brewing industry can't be easy.

But novelty, especially if there's free marketing etc, will help to make it a success.

I have always liked the idea of co-op business, but I've also been apprehensive about the viability of genuine co-ops where multiple (competing?) sections have to work together to forge a path forward.

What do we do when we have multiple possible actions on the table, but no concensus? Do we fo nothing?

I think more examples of (hopefully successful) transitions will help in more of this model being (successfully) adopted.

But sure, crash and burn would make for great TV.