But given your background was in the drinks sector, when did you realise this personal frustration that you thought, actually, there's a business here? Well, the gap

I noticed was, as I said, from personal experience, I was pregnant with my eldest son, who's now 10.

So this goes back quite a long time.

And I really missed that bite and complexity and the wind down moment.

And every option just felt like such a kind of compromise and like an afterthought.

I wanted to feel part of the whole experience.

I'd worked in hospitality even longer than 10 years.

And then for the sales to come in that much higher, what happened next? Your face says it all.

There are definitely more and more like sub-pockets that we weren't aware of previously.

That doesn't really come as a surprise to us, but it comes as a surprise that that's our customer to other people who, I mean, the narrative around non-alc being led by Gen Z's who are sober, curious, and don't drink, I think, uh, has long frustrated me to read.

I think it makes a sexy headline, but I, it's not actually the people who are buying into this category.

They might be drinking less.

They might be replacing their evening occasion with an activity, a spin class, a, a yoga class, and then a kombucha or something like that, but they're not actually buying into non-alc yet.

I think it is definitely a phase in your life where you do less socializing outside and you're at home.

Your life is busier than ever.

Nice