Stock price when the opinion was issued
Affinity for a product is different from investing in a stock. Don't touch until gets above $13.50. Stock seems to be pausing and could continue dropping, which would be confirmed by a drop below $12, and then you should get out. Thinly traded is a problem, as you don't want to buy a stock you can't get out of easily.
Pernod, the parent, owns about 51% of the company, so there is no chance of a take out. This controls 1 in 5 Spirit bottles in Canada. They can always make licensing in, or brand acquisitions in Canada, so there is some scope for growth. For him it is a liquidity issue. Institutions are very scared of a stock like this because it is hard to get in and very hard to get out. If you are in the name you have to be willing to stick around for a very long time.