It's a huge market. The demographics aren't changing ? they're just getting worse. It is, unfortunately, an ever-growing industry.

It's truly a unique product. There's not a lot of competition in terms of what they offer and how they deliver it. It's very convenient, very anonymous, and it's shelf-stable. There's nobody else who's doing it this way.

That's a trade-off if you want larger market share. That's not necessarily a concern ... it means they have to scale their expenses off a smaller revenue base.

boys, girls and music . . why do they need gin?

It's my fault in many cases because I don't initiate the contact to talk with a lot of other musicians.

My advice to young film-makers is this: don't follow trends, start them!