Well, If he wants to survive and ultimately grow the brand, he will need to avoid all that rubbish that plagued him the first time.
I think the new labels are an effort to address that, he is going for the budget option with clean packaging and imho it's the best direction he could have taken.
Fingers crossed, it's a very different market nowadays - the few people that comment on various Social media platforms are regrettably not even close to representing the market or demand at large