Robert F. Probst
Analyst · Morningstar.
Sure. Well, I want to say first is that the incremental spend we had in the third consecutive year of double-digit brand investment has really been focused behind Power Brands and Rising Stars. And within that, very much against the Bourbon portfolio, as you would expect, in driving the growth of that category. We expect certainly for that to continue. Now within that, you see Maker's Mark, Beam and some of our small batch collection, the higher-end bourbons where we see great opportunity. At the same time, Pinnacle, of course, is going to be an important part of that investment, as we noted earlier, driving that growth, fueling that growth with the appropriate BI. And then finally, rounding that out, the Rising Stars, we'll continue to invest to make them the Power Brands of the future. So from a brand perspective, we'll continue driving the Power Brands and Rising Stars. And I think from a type of spend and focus against that, we're very much been focused against the consumer TV, digital media, social media really as the means to drive the effectiveness of that spend. And you'll see more of that coming. In aggregate, in '13, I noted that we expect BI to grow more in line with sales throughout the year. Obviously, there will be ups and downs during the year. But I think a more consistent growth rate, given that sort of mid-teens reinvestment rate that we now reached, I think, makes sense.