 is bringing America back together one beer at a time. Because when I saw that open lane where Bud Light crashed and burned with their marketing plan, I saw, my gosh, this is middle America, this is NASCAR country, Western Purple Mountain's majesty, everything Americana. And I knew how competitive the beer market was, and that's what I do is I structure deals and I do merchandise and ancillary stuff, done it my whole life. And so when I saw this open line, I said, America is waiting for the right beer to come along.