The Unlock: Discovering How to Change and Where to Look for Your Cues

Vodka was killing it for so many years right, we felt that as a iconic 200 year old brand. We had a duty actually just to really start to shake up the category as a whole and lead the category. The lesson is you can't wait for an audience to grow into you. You need to meet them where they are and grow with them. And then to sort of echo Chris's point, you know, progress has always been at the heart of this brand.