trent frazier who just launched a tequila brand vulcan. >> okay.nd this was after how many years working for hennessy. >> almost a decade now. >> congratulations to you, too. >> thank you, j.j. >> i want to talk about where to spend your marketing dollars. i was inspired to talk about this topic because you had a small party to launch this brand that cost you a lot of money. how do you decide if you should take those dollars, have a few people or take them and reach a lot of people? >> yeah, there's no definitive answer on this one, although i do have a preference which i'll share, but it really -- you have to come back to does it serve and meet your mission vision and objectives, that's the most important thing because there's always going to be a place for the biggest splashy events but my preference is to be small. i think the most important thing for me is to be memorable and to be authentic. and for those two things to occur it's a little bit harder as soon as you start getting to 100 or 200 or 300 people or more than that. my preference is to