I think they just took to long to get going. Groundbreaking was something like 5 years ago, but the brewery has only been operational for about a year IIRC. Had they immediately pulled the trigger when announced they would have had a strong foothold in the market as opposed to being second fiddle by the time they got up and running. I suppose they could have opened a taproom and saturated the market with their beer while working to open the brewery. The proliferation of new breweries has been awesome for consumers, but I'll bet most breweries are scratching their head to figure out exactly where they fit in to some markets.
Also their brewery is not really on the beaten path. Had it been situated in a better location for visitors and locals it would have surely worked out better.