“To be perfectly honest, we discovered that our 'artisanal small-batch' kombucha was outselling craft beer in Montana by 300%, so we pivoted our entire brewery. Now we ferment tea instead of hops, our tattooed brewmasters wear linen aprons, and our profit margins tripled. The irony is that nobody can tell the difference between our $8 bottles and the $3 stuff from Trader Joe's.”