How do those principles actually influence what you buy, what you stock and what you recommend?

It is the core of what our business is.

Again, going back to something I said just a minute ago about premiumization.

In the current environment, which is the UK retail trade, you're either fighting at the bottom end here or you premiumize and you're fighting up here.

If you're trying to be in this middle ground here, you're going to lose out because that is shrinking.

And that is where... kind of subliminally the our move 10 years ago towards ethical responsible and sustainable winemaking practices automatically put us up in that premium sort of bracket it's it's and and don't get me wrong we're not doing this cynically we're not doing this to kind of create a brand this was something that when we started was absolutely our dna with organic and biodynamic winemaking Now, organics, I totally believe in, and I think everyone can understand.

Biodynamic is a little bit more out there, weird and hippie-ish.

So what do you think each industry could learn from each other?