You got that right! Stone has basically turned the mundane process of finding a brewing facility in Europe and turned it into an internet reality show. It’s possible they already have a deal. I mean, think of the negotiations going on. What happens if after months and months, there’s no progress? Or if they go into negotiations with this expectation hanging over their head, or no other options? What if the only viable option to expand in Europe is contract brewing? Do they do the deal, take the money made in expanding into Europe, and go back on their word in front of their customers, or do they back out Eurpean expansion completely?

Quite frankly, this move comes across as either naively backing themselves into a corner, or a brilliant marketing move with a trick up their sleeves.