LUCZAK v. NATIONAL BEVERAGE CORP.

CourtDistrict Court, S.D. Florida
DecidedAugust 29, 2019
Docket0:18-cv-61631
StatusUnknown

This text of LUCZAK v. NATIONAL BEVERAGE CORP. (LUCZAK v. NATIONAL BEVERAGE CORP.) is published on Counsel Stack Legal Research, covering District Court, S.D. Florida primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
LUCZAK v. NATIONAL BEVERAGE CORP., (S.D. Fla. 2019).

Opinion

UNITED STATES DISTRICT COURT SOUTHERN DISTRICT OF FLORIDA

Case No. 18-cv-61631-KMM

THOMAS W. LUCZAK,

Plaintiff,

v.

NATIONAL BEVERAGE CORPORATION, NICK A. CAPORELLA, and GEORGE R. BRACKEN,

Defendants. /

ORDER ON MOTION TO DISMISS THIS CAUSE came before the Court upon Defendants National Beverage Corporation (“National Beverage”), Nick A. Caporella (“Caporella”), and George R. Bracken’s (“Bracken,” and collectively, “Defendants”) Motion to Dismiss (“Mot.”) (ECF No. 26) Plaintiff Thomas W. Luczak’s (“Plaintiff”) Amended Class Action Complaint (“Am. Compl.”) (ECF No. 25). Plaintiff responded (“Resp.”) (ECF No. 32) and Defendants replied (“Reply”) (ECF No. 33). The motion is now ripe for review. I. BACKGROUND National Beverage is a publicly owned, family-controlled, and Fort Lauderdale-based company founded by Caporella that “develops, produces, markets, and sells a portfolio of flavored beverage products,” including sparkling waters LaCroix and Shasta.1 Am. Compl. ¶¶ 2–3, 25, 194. Caporella, the CEO and Chairman of National Beverage, controls 73.5% of the company’s common

1 National Beverage’s stock trades on the NASDAQ under the ticker symbol “FIZZ.” Am. Compl. ¶ 3. stock. Id. ¶¶ 3, 25. Bracken is National Beverage’s Executive Vice President of Finance. Id. ¶ 26. Caporella and Bracken are both authorized to (1) control the contents of National Beverage’s SEC filings, press releases, and other market communications; (2) prevent any communication from being issued; and (3) correct any misstatement. Id. ¶ 28. Plaintiff, individually and on behalf of all others similarly situated, brings the instant securities class action against Defendants pursuant to §§ 10(b) and 20(a) of the Securities Exchange

Act of 1934. Id. ¶ 1. Plaintiff alleges that during the designated class period of July 17, 2014 through October 30, 2018 (the “Class Period”), he acquired National Beverage stock at artificially inflated prices due to repeated material misrepresentations and omissions in National Beverage’s publicly issued statements, and that these misrepresentations and omissions caused Plaintiff and other class members “significant losses and damages.” Id. ¶¶ 1, 18, 23. Specifically, Plaintiff identifies the following four categories of statements or omissions that eventually led to a “precipitous decline” in the value of National Beverage’s securities: A. The “All Natural” Claim Defendants marketed, labeled, and publicly represented to investors that LaCroix is “all natural,” “100% natural,” or “100% naturally essenced.” Id. ¶¶ 6, 30, 98. Defendants touted the

“all natural” claim to get a competitive edge over competing sparkling water products. Id. ¶ 6. According to Plaintiff, thousands of customers choose LaCroix over competitor brands because of the assurance of an “all natural” product. Id. ¶ 30. On October 1, 2018, a consumer class action was filed in Illinois state court against National Beverage, alleging that LaCroix was not “all natural,” as National Beverage had publicly asserted. Id. ¶ 159. That same day, National Beverage issued a press release stating: “[a]ll essences contained in LaCroix are certified by our suppliers to be 100% natural.” Id. ¶ 160. Four days later, National Beverage issued another press release 2 asserting that LaCroix is “comprised of natural ingredients,” and that “there are neither sugars nor artificial ingredients contained in, nor added to, our LaCroix products. All of our ingredients are certified as natural.” Id. ¶ 162. On October 30, 2018, Dow Jones published a news report entitled, “LaCroix Loses Fizz After Lawsuit-Market Talk,” which disclosed results from a survey stating that 28% of LaCroix drinkers consume the product because it is “natural,” and that since the filing of the Illinois action, LaCroix sales dropped 3%. Id. ¶ 169. Following the Dow Jones report, LaCroix

tumbled an additional 4.9%, falling from a close of $100.60 on October 29, 2018 to a close of $95.89 on October 30, 2018. Id. ¶ 170. Plaintiff alleges that LaCroix is not, in fact, “all natural” as Defendants claim and that any public representation by Defendants to the contrary is materially misleading. Id. ¶¶ 167–168. Plaintiff further alleges that Defendants’ failure to disclose that LaCroix is purportedly not “all natural” caused the resulting drop in stock price following the publication of the Dow Jones article. Id. ¶¶ 169–170. B. Revenue Concentration LaCroix is National Beverage’s “largest product line by far.” Id. ¶ 101. LaCroix also generated the most growth in National Beverage’s share price. Id. ¶ 31. On May 4, 2017, Laurent

Grandet (“Grandet”), a market analyst for international investment bank Credit Suisse, stated that while LaCroix sales grew by 60%, the remainder of National Beverage’s product portfolio grew by only 2%, and that by the first quarter of 2018, LaCroix would account for 48% of National Beverage’s total sales. Id. ¶¶ 31–32. On October 23, 2017, another analyst estimated that LaCroix could comprise as much as 66% of National Beverage sales, adding that “for valuation and investment purposes, it would help to know how big LaCroix is” as a share of National Beverage’s entire portfolio. Id. ¶ 115. On December 8, 2017, Grandet assigned an “underperform” rating to 3 National Beverage’s stock, stating that National Beverage’s business was driven “almost entirely” by LaCroix’s success, the growth trajectory of which was slowing. Id. ¶ 122. Plaintiff alleges that National Beverage’s failure to disclose the total share of sales or profits attributable to LaCroix violated Generally Accepted Accounting Principles (“GAAP”),2 which purportedly require a company to disclose any “vulnerability from its outsized concentration of revenue” in a particular product. Id. ¶ 34. Plaintiff further alleges that Defendants’ failure to comply

with GAAP “caused a downturn in stock price” because analysts found National Beverage’s financials “opaque” and were thus unable to accurately forecast or evaluate National Beverage’s true value or calculate any risk stemming from the concentration of National Beverage’s profits in LaCroix. Id. ¶¶ 46, 122. C. VPO/VPC On May 4, 2017, in response to National Beverage receiving a “sell” rating from market analyst Anthony Vendetti, Defendants issued a press release in which Caporella stated that National Beverage “employs methods that no other company does in this area–VPO (velocity per outlet) and VPC (velocity per capita).”3 Id. ¶¶ 80–81. Caporella added that National Beverage: “[U]tilize[s] two proprietary techniques to magnify these measures and this creates growth never before thought possible. Unique to [National Beverage] is creating velocity per capita though proven velocity predictors. Retailers are amazed by

2 GAAP “comprise a set of basic accounting principles pertaining to business entities” that “establish guidelines for measuring, recording, and classifying a business entity’s transactions.” Ziemba v. Cascade Int’l, Inc., 256 F.3d 1194, 1200 n.3 (11th Cir. 2001).

3 National Beverage would later define VPO as a metric used to “establish goals for certain customers,” identify poor performing stores, and “give customers better insight into their consumers.” Am. Compl. ¶ 136. According to National Beverage, the VPO metric is “calculated by dividing the number of units sold by a given customer during a specified time period by the number of outlets stocking the product.” Id. VPC metrics, meanwhile, are used “primarily to quantify the average number of beverages by category that people consume each year in the United States.” Id. According to National Beverage, VPC “is calculated by dividing the number of units sold in a given geographic area by the population of the area.” Id.

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