Are there any major moments in that life cycle of the brand that you look back on as they were like really big moments where we were able to step the business up as...

I mean it's really easy that one moment is like because we were planning to be an alternative in beyond trade and that failed because beyond trade is so hard because unless you have that bar call that you you know the person goes to the pub they normally know what they want so to interrupt that is is really, really difficult.

So the beyond trade didn't work for us.

And then we were in lots of coffee shops.

And then again, the coffee shops were great.

They love new brands and new ideas.

And they sell incredibly well between April to September.

So how much do you think actually getting product into people's hands and getting them to experience that did for you versus everything else that you were doing around brand awareness? Because obviously it's quite a niche product and I guess you've got to taste it, right? But yeah, I'm interested like how, Liquid on Lips helped you.