And so I think there's also some of that if they don't mention any wine drinking in the book.

Yeah, we're really big on picking the wines based on like our mood or the mood of the book, the mood of how we feel when we read it.

And so for in our podcast, Nikki and I blind taste each other on a wine that we feel like pairs with the book.

which is kind of fun because then we have to try to guess what the other one was thinking and how they felt.

So that, and then, and then we also show everyone that Nikki and I grew up in wine.

We like jokingly say that we have, you know, wine in our bloodstream maybe because it's just genetics at this point, but you know, like we get our blind tastings wrong all the time.

I think, wine can sometimes be mysterious, a little intimidating if you aren't fully comfortable on how it's made or why you should care about the soil or, you know, things like that.

So they probably don't want to jump into the middle of an audio book they've never heard.

Sorry."

Yeah.

No, that's a, that's a really good question.

And no, I definitely don't have time to iron clothes.

Um, I, like...

The lu- the laundry is always piling up.

So I think, for me, the non-negotiables is more around, like, just my time management and how I balance it all, I guess.

Here at home, I am not very good at it, but I try to use the Skylight calendar so that it easily goes onto my husband's calendar of him like, "Okay," or send him calendar invites of like, "We have this going on on the weekend."

in the U.S., in the U.S.,

And continuously, I think it's also important because we've always been family owned.

We've produced every single vintage and have kind of like remained consistent.

And, you know, in that, and I know Peter, I think you, you were one of the first people who really inspired me about this.

And I'm, I'm getting distracted, but this happens with me is we've been around for 143 years, really since the beginning of the California wine industry.

And in that role, I think we're kind of also historians of the California wine industry and have a lot of richness, which is probably what also inspired this conversation to happen today between the two of us.

But anyways, back to the family story is for those of you who aren't as familiar, our home base is in the Livermore Valley, which is about 30 miles east from the San Francisco Bay area.

How did you leverage the history of Cresta Blanca in the sales and marketing or in the launch of this new brand?