I think you're talking about a two-year play at least.

It's no longer good enough to be a mass media brand. We have to learn how to sell small.

Why take the risk? All you need is one person to be offended. Some people don't want to be reminded of the incident.

This whole premise of 'Who would you like [to have] a beer with?' has incredible legs. We envision this as [an industry] platform that can run a long time.

We basically want to make these materials available to anybody and everybody who has a stake in selling beer.

It starts to send a different signal about the demographics of beer. It starts to paint a slightly different picture than what people might come to expect (from beer), and it totally puts a different face on beer.