Um, but, um, if they're just hearing about American Whiskey Scholars, what exactly is AWS?

Well, American Whiskey Scholar is a certification program.

So it is something that, uh...

So m- my, my boss, coworker, Peggy Noe Stevens, who, um, created the Kentucky Bourbon Trail, um, one of the founding, uh, team members of Woodford Reserve and, uh, a whole litany of other, um, big superlatives in her career.

She and I started talking about this about two years ago, and then started actively working on it about a year ago, and roped in Susan Riegler, who is, uh, very known in the, the whiskey world.

She's written seven, uh, books and is a delightful human, um, overall.

But essentially, we were talking about education certification programs, uh, very selfishly, um, when I left Moonshine University, because while I was there, I also got to create the Stave and Thief Society, which I'm very proud of.

So what-- When someone eventually figures out level one and ac- and accomplishes that s- level, what do level two and three look like? 'Cause I know it gets pretty deep into, into some stuff, and you really get s- um, price, some master level type, uh, knowledge there.