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.
Good products and business model. Heading into a recession, alcohol does very well. It's like the old Rothman's, generating high cash flow and paying strong dividends, though the stock price doesn't do much. They could get into the cannabis space. (Analysts’ price target is $22.75)