Mm

... and always trying to do something, you know, different and whether it's one drop or range, people are like, you know, trying to do, you know, be like almost like the hype brewery.

How do you, how do you sort of ma- uh, I guess, hope will- Keep hope ... hope to maintain that going over, over time and people are like, "Yeah, this is still the cool brand that I wanna be part of," you know?

[laughs]

... all that kind of thing.

It, it has, you know, I guess where do you sit, you know, in, in terms of, you know, and how's this, this evolved and how...

D- do you manage to sort of feed it into, through the beers and, you know, and try and get any s- any messaging out there to your, you know, your, the EMC tribe about-