My first thought going after a 2% portion of the market isn't that smart.
They just turned off 98% of their potential customer base and insured no nationwide distribution. Can you imagine, for example, this being available in gas stations or vending machines or even your local supermarket? It will be mail order only or sold in "adult" stores.
Actually their market share is smaller then that as there are a number of homosexuals who do not define themselves solely by their sexuality (although you would never know it to listen to some groups) and so would be turned off by this and even more who would not buy or drink it because they would not want to turn other people off.
It is meant to "make a statement", it did, the statement is "We are idiots"