 Is it gonna spice me out? It might, but it's also kind of the point. I'm nervous. I have not tried this, I have not opened it, I have no idea what color it is, I don't know what it tastes like, I haven't even read a review of it. But before we open it, what kind of was the genesis for this? Why did you want to do a hot wing sauce seltzer? When we think about the Super Bowl, it's a big moment for light beer. And it's also a moment that we really felt like truly deserved to play in. But we didn't have a traditional advertising spend, so we knew we needed to get creative if we wanted to crash that party. There are some OG food items that exist around Super Bowl. Hot wings are definitely one of them. We thought, what if we took one of those OG food items, we mashed it up with a refreshing hard seltzer and let's see what's possible. All right, well, let's get this party started. Is there a way that we should taste it to get the full experience? I think we should do the full five step tasting appraisal. So let me take you through that. Five steps, okay, yeah. You get the full experience, so let's crack this open and let's see what we got. Ooh, that's a good sound. Oh yeah, I'll pour yours first. So first we're gonna start. It's pink? Oh yeah, well, I mean, that's the conversation starter from the beginning is the appearance. So it's a really nice, like, pinkish, almost reddish hue. Is it gonna spice me out? It might, but it's also kind of the point. So let's see what we get on the nose here. Kind of like Buddy Mary. Little bit, yeah. Maybe like a... Oh, that's kind of kicked to it. Maybe like a platter of hot wings. A little bit. Let's give it a taste and see what you think. I'm nervous. There's a second taste. What's your first taste? Hot wings, initially, then the spice kicks in. There's like a little zesty, lingering heat, right? Like a hot wing. What do you think? I think I like it. Okay, that's actually been the consensus so far among our fans. It's like, surprise, but then it's like, yes, this is definitely 10 out of 10 hot wing sauce. Where can you buy this? Well, actually, it's sold out. So this was a very limited drop. Started just releasing smaller quantities online through Give Them Beer or at our Truly Innovation Hub in LA in under 30 minutes each time those drops sold out. Sorry, guys, you're out of luck. Who's the target audience? It's really our core Truly fans. Has Truly done a grand stunt like this before? We've definitely made limited drops part of our strategy and we did a limited drop with a style that we call the orange slices. And that was a big hit. It's just been a lot of fun. This one, of course, our fans are just in on the joke with us. I literally still have the zest on my tongue. It does linger, right? So we've got ranch here, but can you talk to me a little bit about this? We actually started by being like, well, ranch water is a thing. Has anybody thought of ranch dressing hard seltzer? So our product development team is amazing. They went off for a few days and they went to play around with things and Casey O'Neill, who's our head of product development came back and she was like, we flew way too close to the sun on ranch, but we can make an amazing hot wing sauce hard seltzer. So ranch was almost a thing until we realized that it shouldn't be. I don't know if you would have gotten me on camera trying ranch seltzer. I don't think that would have happened. Fair enough. What kind of a moment is this for the brand? This was all about driving buzz and having fun. We started with understanding our audience. We understood the brand and then we just tapped into this cultural moment in food I think in a really creative and fun and unexpected way. The response out of the gate was super strong. Incredible engagement, tons of comments, people debating it, excited about where to get it, how to try it, and it's just been a phenomenal conversation starter for us. Well, Matt, thank you so much for being here today and cheers. Yeah, awesome. Thank you for having me. Cheers. Still spicy. Still definitely spicy.