francine: you own two out of the five most important spirit brands in the world, johnniewalker and smirnovivan: our job is to make sure brands like these, built over hundreds of years, are highly aspirational and relevant to the next generation of consumers coming through. the 20 something-year-old in brazil, johnnie walker needs to be and stay relevant, cool, aspirational. that consumer needs to be willing to pay a premium for this wonderful whiskey. that is how we define our job. these brands have to stay connected to culture because things change. how young people socialize is changing and we have to make sure our brands fit in with the trend. that is the day job. francine: is that through marketing and does that change? do you replace billboards with bloggers or celebrities, product placement? ivan: it is a combination. in brazil, we have a truck that moves around the country with johnnie walker and goes to communities, and we host events. we introduced people to the whiskey and tell them the story of all the single malts behind johnnie walker, black label, the youngest whiskey was dis