The Pursuit of Pleasure - A Global Strategy

The pursuit of pleasure strategy, that's a global one, isn't it? And I think I read that he had a travel, this has traveled to over 150 countries so far. So the core idea is bringing the deliciousness of Bailey's to life in sort of a playful and pulse of way. But we're able to flex to markets by linking to local serves. We made our first limited edition innovation for them last year, which was a Sakura and white peach product. The primary serve there was in bubble tea, because bubble tea is a huge part of how 20 and 30 some things consume indulgent drinks in China.And so the whole strategy is centered on pleasure and indulgence.