Here's what Keystone/Breal had to say about its *ahem* ambitious target to hit £100m in annual sales revenues as recently as July.

At the time it felt as though it's execs were living in fantasy land. And now we know they absolutely were.

Pre-pack in, pre-pack out, leaving a wave of destruction and unpaid bills in their wake.

An industry source speaks:

“They thought they could snap up a ton of assets for next to nothing and it would somehow work. They took on too many brands in too short a time without any proper portfolio strategy or willingness to invest behind the brands.”

Hard to disagree.

Yeah, those two and North probably the exceptions. But the common thread was that they were all opportunistic acquisitions of distressed brands. Keystone didn't buy them because it wanted them. It bought them because it could get them on the cheap.

😬😬😬

How much do we think a pint, though?

We've also covered the campaign today and were already planning to run a letter this week from Barry Masteron as well. But I suppose that doesn't suit the narrative.

They're quite literally not my words though. They're the words of Darryl Hinksman, business development manager at Westons. Helen's beef ought to be with him, not me.

That's beyond my control, unfortunately. You get a certain number of articles for free each month by registering.

I simply want people to acknowledge and recognise the difference between news and opinion. It's not that difficult.

Also, I'm not a supposed journalist. I'm a journalist and have been gainfully employed as one for over five years.

Also, this wasn't a press release.

I'm annoyed to be lumped in with a supplier whose views I don't share! And to be criticised for reporting a response to a perfectly valid question I asked one of the UK's leading cidermakers. Especially when we published a follow-up piece yesterday basically saying why Westons was wrong.

I think the vast majority of the campaign and quotes are great. It's fantastic to see that so many suppliers are so passionate about protecting and championing perry. I just don't know why the dig at "journalists, publications" is necessary. It's petty and serves no purpose.

Ps the press release actively references The Grocer's article right at the top of it.

I literally don't agree with what Westons said. Does that mean we shouldn't publish a news story about what one of the UK's leading cidermakers thinks? Absolutely not.

Why news and opinion are being so unfairly conflated here is what has angered me. Not Helen's right to defend the category.

I'm delighted that this piece has provoked such a strong reaction from the cider and perry growing community, which I have also championed for many years. I just don't think it's particularly fair that Helen has lumped me in with Weston's when I don't share their view!

www.thegrocer.co.uk/comment-and-...

Of course I do. But this was a news story based on what someone else said, so I shouldn't really be the recipient of criticism for something that isn't my own opinion.

My own take, if anyone is actually interested, was published on The Grocer yesterday. TL;DR I don't agree with Westons!

Because Helen is the only one who chose to have a pop at the writer, for some bizarre reason. Don't shoot the messenger, and don't bite the hand that you're asking to feed you.

Also, a bit of a weird way to go about asking someone to cover your press release whilst simultaneously attacking them for publishing the story that led to you writing it in the first place!?