 Lee, awesome to have you here at Bramley. Thank you. Thanks so much for being here. You just finished your CMO track address, and you left us with some really important takeaways. One of the things I thought was really amazing was the John Paul quote about success unshared is failure. Make me a drink. Let's talk about that. Absolutely. Yeah, a tequila unshared would be failure too in these days. Absolutely. So we'll do that. And we're going to keep it kind of light with just a tequila rocks. Perfect. Let the spirit speak for itself. But yeah, you know, John Paul, I think I mentioned, it's firmly rooted in the ethos of the company. And it's the way John Paul has operated. He personally came from nothing. I mean, he was homeless on the streets of LA and rose up to be this prolific billionaire. And I think part of his belief is that being successful is one thing, but sharing that success with others, with the community, with your employees, certainly protecting the environment, the things that matter is a responsibility that comes with that success. Absolutely. So Patron, I didn't realize this before your talk, but it means the good boss. Yeah. So when you hold a glass of Patron in your hand, you're drinking the good boss's product. What does that mean? And unpack that for us a little bit. Yeah, Salud, first of all. Yeah, it's really delicious if I may say so myself. Right there with you. The name Patron, I mean, it's really interesting. It does, as you say, means the good boss. And there's a lot of nuance to that phrase in Spanish. It's used as a sign of irreverence. But similar, I think, to John Paul's statement, there's an obligation that comes with being El Patron, right? A need to take care of the people around you, the things that enable you to be successful, to live the good life. And I think much like John Paul's quote, that's part of the responsibility that we feel. We have a product that comes from the land. And so there's a very real, I think, responsibility and an obligation to give back to the land from an economic sustenance standpoint. But there's a higher order, I think, responsibility as well, whether it's environmentalism, as it relates to the raw materials that go into the bottle, and certainly the men and women that handcraft this product. Because it's not mechanized. It's not a machine making this. It's hardworking, skilled men and women. And it's important that we invest back in their well-being and their development. And the craftsmanship that goes into something like a bottle of Patron, your 1,600 employees all have a piece of that craftsmanship. Talk about how that's important for the bottom line of the business. You talked about both sides of the balance sheet, sort of a moral side and a financial side. How do you balance it, too, with such an amazing product that is such an emotional thing for people? Yeah, great question. And we're a bit of an anomaly in the sense that most brands, when they get at scale, you look for efficiencies. And one of those efficiencies generally comes from mechanization. Fundamentally, and again, this goes back to some of the core operating principles and ethos to the company, is it's not about doing what's efficient. It's about what's doing right. The reason we have 1,600 men and women is because we firmly believe that it's the right thing to do when you make an uncompromising handcrafted product is to have. It's a very labor-intensive process. We talk about the fact that, at minimum, 60 hands touch every bottle of our product. So I guess, assuming everybody has two hands, at least 30 different people, at some point in the process, are involved in the production. And that can be from harvesting the agave through, you can see on the bottle, where somebody has actually gone in and hand-signed the label, put their signature, their name, their stamp of authenticity on every bottle, and that's really important. It's expensive, though, to do that, right? The cost of goods is significant. And even as I mentioned in my presentation, even with higher-margin goods, we can absorb some of that. But the truth is, we pass much of that on in a higher, more expensive product. That's the beauty of luxury goods, though. We have the ability to do that. We've built a brand that has a halo, is perceived as luxury, and we can afford to do things like that, to invest in that human capital. That's great. So a lot of things we've been talking about this week, brand week, has been sort of the transformation of brand marketing and the customer journey. How does Patron have to pivot a bit to really stay in sync with the people who want to buy your product and save money to buy the product at a higher price point than something else? Yeah, yeah. Well, one of the things, a real pivot for this brand, the brand was built 30 years ago, and for much of its existence, really rested on sort of the swagger, right? The style of the brand, its role in popular culture. And one of the pivots we made about five years ago was a recognition that while that remains important in all luxury goods, there has to be a substance that sits underneath that, authenticity, right? The transparency of brands is important. And the beauty for us is that had been in our, it's part of our intrinsics from day one. What we didn't do was make it part of our extrinsics. We weren't communicating that to consumers. So part of this journey for us with our brand has been sharing with the world something that's been part of our ethos from day one, something which we weren't communicating. And so now for us it's a balance of style and a balance of substance and communicating the fact that certainly while you feel good, while you enjoy it, Tequila with a friend, you're doing good as well. Right, well thanks for the drink and thanks for being here today with us at Brandweek and we'll look forward to having more. It's a role honor. Thank you. Thanks. Thank you.