>>ionic air rinsers. we are reducing the amount of time we clean kettles.we are looking at every step of the brewing process. >>what has been the result. how much more efficient have you become? >>it has actually been great. once we got focused on it we have been able to reduce our water use to 3.49 barrels of water to produce one barrel of beer which is really a leading edge example. >>that is kind of an industry leading standard. >>it is. we actually have one of our breweries below 3 and several of our breweries below 3.3 we have room to grow but we are leading the industry in this space. >>where does most beer come from that breweries use? is it surface water or down in the aquifer. >>it's a combination. so sometimes like at our trenton brewery we have wells. at our milwaukee brewery we pull it from the great lakes and lake michigan. so it depends on the brewery and the exact location. >>are you working with other brewers in america to try and conserve water? >>it is a collaborative effort. we need to