The Power of the Brand

There are very few brands actually that I can think of in our world of beverage alcohol that do in so many countries. So we also do have this geographical element that does help us and allow us to really lean in to different areas of the portfolio. We try to make the brand relatively agnostic of kind of the price point of an individual of an individual product and of an individual market, but applicable to all because, as Chris said, if you've got 180 markets. All of them have different perceptions of luxury. That is why the power of the brand is so often at the power ofThe positioning we have with keep walking is so vital to the success of every single, every single product