So, but from a lifestyles perspective, is that how, um, Shaft is being branded in a lot of ways, is like it kind of fits into those, all of those different lifestyles, whether, like you said, you're a soccer mom and you need a little pick-me-up or, you know, very much a mountain lifestyle?

Yeah.

Shaft is for always is, like, what we're trying to say, and, and it was the, the soccer moms that recommended we did a non-alcoholic product, which is our, our black can.

I...

When we pivoted to that and hearing this call out for, "We love your flavor.

We love the, uh, espresso in it, so that caffeine hit, but we can't be cracking these cans at 9:00 AM and driving our kids around," and I was like, "Holy moly." And so we, we, we did.

We pivoted, made this a soft Shaft and, and, and then took it to our partners at Lake Louise and, and were interested if they wanted to launch it with us, and they said yeah.

... big- biggest opportunity, what's kind of your vision for where Shaft can be?