there are a lot of consumers out an activeh lifestyle. number oneu.s., the share gainer, now close to three years, 11 quarters to be precise. it connects to the active lifestyle, the active consumer, zero carbs. it. pay a premium for reporter: right. how do you get to that consumer, segment?ve understanding by what they do. marathons, after triatholons, cycling events -- you have that figure. they don't have energy drinks because they have beer and because they know the process. there are many opportunities the beer can touch. the beer, can go down in terms and still level touch many consumers. reporter: before we move on, just going back to craft. there is some speculation that craft has peaked a bit. do you think we are there? carlos: craft is still growing in the u.s. you look around the world, craft continues to grow. but at a much lower rate around the world as well. have high margins, or consumers turning up and willing to pay a premium for it. they have a different style, and they are coming back to beer. reporter: you mentioned th