 But were there flavor profiles that you both were tasting that you were like, I'd like to take a little bit of this and I'd like to take... How did you come up with deciding, given... What comes to market. Yeah, but given that you're in Louisville and there's so much product there, right? It's not like they need more. So what were you trying to do? So we wanted to be different. A lot of traditional bourbons or whiskeys can sometimes put hair on your chest or give a long Kentucky hug. Can you put it on your head? Because I...