You know, I thought today, you know, I actually planned for this thing today, which is very rare, just so you understand.

I was told I was talking about transportation of illegal moonshine and avoiding taxation on illegal moonshine.

I expected a bunch of rednecks from West Virginia and Kentucky in here wearing pib overalls.

So you guys look like banker types and M&A types and stuff like that.

Am I in the right place? I don't know what they look like, but you know what I'm saying.

Can I sit for a minute? Can I pull up a chair like our true story thing sits? It's been an interesting journey.

And the importance of that.

Right.

Bourbon, there's so much in bourbon that's connected to, we're selling a lifestyle.

One thing that's really been impactful to me, the reason the name of our brand is True Story is I've traveled all around the world.

I've been blessed to drink whiskey with a lot of people.

But opening that bottle starts the discussion.

I sign a lot of bottles for people and they'll say, I'm never going to open this.

We want to know what the guerrilla marketing tactic was.