 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, oh my gosh, this is middle America, this is NASCAR country, Western, Purple Mountain's majesty, everything Americana, you know? 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 lane, I said, America is waiting for the right beer to come along.