If I owned a B&M shop, I would not turn away free stock. You could sell it if you wanted, give a bottle to the first 100 people to come in to the store for an event, free 30 ml with every purchase, etc...
The shop makes out either way as do VW.
I think they do some smart things to help their business. They are in business to make money. Giving away free liquid helps bring customers which make up for the freebies.
Se people love their juice, some hate it, some like me are somewhere in the middle of that. The more people that try it, the better chances of repeat customers, pretty simple.
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