But you have to put it in perspective. Beer is coming off it’s all-time highs while hard alcohol sales are coming off their all-time lows. [Nevertheless], you’re concerned about the future, about not letting this...

It’s about connection, you know. It’s about something that’s very social. It has a deeper meaning.

I don’t think wine has anything over beer in terms of health benefits. But we won’t say that. It’s better that others study it and then we have an open dialogue about it.

We recognize that we have to become better at recapturing our market share. Liquor companies are doing a good job at targeting beer drinkers and beer-drinking occasions. So we know who the enemy is and...

It’s more of a grassroots effort.

There’s more to beer than just knowing how to drink it.