miller, coors, schafer, pabst, schlitz, that was basically it. now we're talking dozens of choices, there's s.t.e.m. stella, coroma, yuengling, blue moon, sam adamswin those consumers back especially when you could get red called simply for holding -- ridiculed for holding a bud light in my hand over the summer. people were, like, what are you doing drinking that? i don't know, somebody handed it to me. [laughter] jon: it use to be a brand that appealed to football fans and blue collar types. then they, then they, you know, throw their advertising dollars at a woman who was born a man and now pretends to be sort of a preteen girl. i mean, it's just, it's maybe understandable why so many people said, hey, no more bud light for me. >> sure. and we saw with target as well, right -- jon: yeah. >> -- doing the same exact thing. in the end, budweiser, if you're that company and you're that marketing department, all you have to do is say, look, all right, we offer a good brand which people know and they've known for decades, so just treat your consumers well, offer something that people like. obviously, they like bud light. and don't get into these cont