Just from the outside looking in: it seems like this brand has been struggling for more than a decade. Frankly, it’s been a drama $#!+ show to watch IMO.
They got rid of the Brewing TV that introduced us to numerous homebrewer personalities that taught people how to brew (Jake Keeler, Micheal Dawson, Chip Walton, Don Osborn, Bryon Adams, and others. BTW: Their best interview was with Fred Eckhardt IMO.), then they sold to AB InBev, then bought it from them, now closing brick and mortars. I believe they’ve lost their way.
It isn’t surprising when a company shoots themselves in the foot once. What is surprising is when they empty the clip, rapid reload, and keep firing.