WEBVTT 00:00:04.212 --> 00:00:06.006 The no alcohol 00:00:06.006 --> 00:00:09.467 beverage categories is really on fire for us as a business. 00:00:10.051 --> 00:00:13.596 It's really exciting because it's about consumer choice. 00:00:14.806 --> 00:00:17.851 We focus on reduction of use of water. 00:00:18.101 --> 00:00:21.104 So all the way from, you know, working with our farmers 00:00:21.855 --> 00:00:25.525 to producing our products to bringing those products to life. 00:00:25.525 --> 00:00:28.069 Maybe the mentorship looks a little different. 00:00:28.069 --> 00:00:30.864 As you progress in your career. 00:00:30.864 --> 00:00:33.074 But I don't think the number of mentors shrank. 00:00:33.074 --> 00:00:37.871 So what we were able to do is create that roadmap 00:00:38.163 --> 00:00:42.751 and then hyper targeted media messages down to the zip code level. 00:00:43.126 --> 00:00:46.254 You can also do it at pace in terms of introduction of AI, 00:00:46.546 --> 00:00:47.839 but make sure you have the right 00:00:47.839 --> 00:00:51.968 governance and checks and balances so you don't hit a trip wire. 00:00:52.010 --> 00:00:55.180 Probably the biggest, most uncomfortable jumps 00:00:55.972 --> 00:00:59.726 have been the ones that I have grown the most.