And, um, and so, uh, we really try to take that with us, uh, wherever we go out in the world.

I think one of the things we talk about a lot on the pod, and I'm, I'm curious how you think about this now as estate director, is consumer choice and what causes a consumer to choose one thing over the other.

And especially in the sparkling wine category, you have two really big behemoths on either side of you, right? You have Champagne, that everyone knows-But even when they're not drinking champagne, they call it champagne, right? They're somewhat aware of it, and then you have Prosecco.

How are you, what are you doing to sort of stand out and cause the consumer to come to you? Or what moments are you trying to attract them to J, specifically, and California wine in gen- and sparkling wine in general, as opposed to these other two categories?

So speaking more broadly to the art world, moving on from culinary.

That's cool.

The other thing I wanna talk about is you're one of the only, right now, I think, I think people are starting to see that others sh- that they should do it as well, but I feel like Gallo as a company has led the charge here, and then J is doing something really cool on the women's side, but leaning into sports.

Um, and your partnership with the Valkyries I think is really interesting.How did that come about, and what success have you seen from doing it? 'Cause I think it's a great example of actually...