So talk to me about the storytelling aspect, which I think is just, it's simple in a way that's elegant and that it will tug on your heartstrings, right? How did you weave that story? And why was James Marsden the right person to tell it?

Yeah, so storytelling is something very important to the Macallan.

Again, it's 200 years old, so we have a lot of stories to tell.

And it's really about, you know, passing on these stories, not to use the word in the same word.

But the reason we use James was a couple of things.

One, he's a friend of the brand.

We've worked with him in the past.

So what metrics are you watching