Londis

But actually, how cold is it? How nice is it going to be for you to have as soon as you leave the store? It goes a long way.

I think the categories had a massive change though, isn't it? With so much ARTD, I mean, once upon a time, we used to adhere to star retailer and something that Molson Coors were doing, right? And we did it in conjunction with Londis' head office because they were down the road.

And since that kind of, you know, clear message about the shopper mission, Everything's changed in the last however many years.

I know you're saying you tweaked in 2025, but with ARTDs the way they are right now, no one's really taken a hold of the category and said, this is your optimum.

But isn't that where the retailer needs to do a little bit of work on their demographics and understand their customer, right? So, you know, one of the bugbears that I used to have back in the day, not so much now, is when we do category management with any category, you know, ideally the process should be that you look at your data first, number one, you know what you're selling then you work in collaboration with a rep or whoever and they they point out right right you got strong sales here but you're missing this and then you introduce that or you find a way and then the the third part is you know we we have this thing managers choices well you know local choices so it would be ridiculous for me to accept a rep's view on something because if it's selling for me it's relevant right it's money in my till and I'm not going to lose that you know so that that that element of knowing that your customer comes in for let's say craft beers or ales right was a big thing we still have a section it's a small section but we do have a section for ales and a little bit of craft as you say um I just want someone to take hold of this chiller of mine and the category and work with me on the data to see what would be optimum for me.

Because when we've done it in the past, we've seen a massive increase.

And you know what I liked about doing it in the past with Heineken Star Retailer and Molson was that you worked in conjunction with my route to market, which is Londis.

You know, and it was such a real...