DAVID SEYMOUR: That's right; Peeni Henare, he's had a few Lion Reds in his time. And it's not difficult to spot! You know, the excise tax is about $30 per litre on beer. So, if you have 20 beers, that's a litre of alcohol. That's $30 excise tax. It's about 50c a can. If our friend in this example has a dozen Lion Reds each week, they're going to be paying $300 in excise tax on their beer.