 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 Mountains of 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.