The no alcohol
beverage categories is really on fire for us as a business.
It's really exciting because it's about consumer choice.
We focus on reduction of use of water.
So all the way from, you know, working with our farmers
to producing our products to bringing those products to life.
Maybe the mentorship looks a little different.
As you progress in your career.
But I don't think the number of mentors shrank.
So what we were able to do is create that roadmap
and then hyper targeted media messages down to the zip code level.
You can also do it at pace in terms of introduction of AI,
but make sure you have the right
governance and checks and balances so you don't hit a trip wire.
Probably the biggest, most uncomfortable jumps
have been the ones that I have grown the most.