 So the thing that Whiskey did that's different. If they got you as an 18-year-old, then you would stay with them. So if you liked Jack Daniels, you would stay with them until you die. I've seen their decks. This is how it works. They have you until you die. And you have a child. How do I get the 18-year-old now? And they created a different brand. Same company, but now it's like a different younger version of that. I'm not drinking my dad's stuff. I'm not drinking my dad's stuff. I'm drinking my own stuff. And so then they create another brand and then there's all these other brands and they do a little infusion of like, this one's got cherry. So their life cycle is a life cycle of a consumer.