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Grumpy Cat is a world-wide phenomenon. I seriously doubt that 1% of the people who know Grumpy Cat have ever come across Grenade Beverage.

If a billion people are aware of Grumpy Cat, and 1% of them come across the beverage, that's a lot of brand aware people.

This is the same fallacy as "our TAM is $500 trillion so if we just get 1% of 1% of 1%....!!!!"

I don't know, it worked really well in Office Space. Potentially too well.