Mikkeller

So then how do we secure, if you do something on the Tuborg brand, it is a brand that has so much loyalty and so much trust, so it's not the brand that I would push boundaries with first, 'cause it is, you wouldn't do something extremely unexpected in a brand that is seen as such a reliable brand.

But then we have a Mikkeller in the portfolio that is known for pushing boundaries and going where beer hasn't gone before, and innovating and so on.

So then really that's a brand where you can play and go be like, okay, really test and learn.

So I think that is the key thing.

Mikkeller, we do, I think, many different beers every year.

We have a Jacobsen where we do a lot of things with partners.

Yeah.

And I mean, I really see you as the triple threat in the industry where you're, one, you're making killer beer, two, you're super kind and fun to work with, and then the three, you're always down to do something, always down to push the limits on what a collab could be or things like that.

So I just, I just, uh, I really value that in our relationship, and I just, I, I've taken a lot of lessons from that as well, just, you know- ... saying yes to more opportunities, I, a- and I guess I wonder with that, has that created more access to, like, really appealing opportunities? I know, I think we first met in Copenhagen at Mikkeller, uh, the beer fest they do over there.

Um, does, does having that reputation kind of get you access to pretty much everything?

Yeah, you know, I think when you, you mentioned relationships and, um, you know, diving in and meeting people, you never know who they are, what they're going through.

Um, we built these amazing bonds and relationships that, you know, I think during COVID we all kind of hit a wall of like, "How are we gonna navigate this? What are we gonna do?" And here we had this web of brewers all across the world that were going through something similar, but also in different situations, and we could kind of work together to navigate through that.

Um, and I think that just, it's, it's been fun to grow with people, and beer is such a universal language that no matter where you are, we're all having fun with it, we're all experiencing it, we're all enjoying it, and we can all work together on it.

And, um, being, being able to be participate in a fest like Mikkeller Fest, being able to come out and brew with you in Fargo, and I remember the first time I ever came out, 'cause it just popped up in my feed, I was like, I had no idea what I was walking into.

Um, you know, you, you have, uh, one perception of Fargo via the movies and shows, um, but I went out there and it, A, was you guys made it incredibly comfortable and the town was awesome and we had a blast, and I look forward to coming out there at least twice a year every year.