Gavin Hattersley
Management
Yes, Eric, that was tough to catch the total drift of your question. Let me try. Obviously, there is the trading day adjustment we talked about, there is the timing of holidays, and there is the timing of the price increases that come into that. We obviously do have some total brands, which impact us. We are seeing some of the same trends as everybody else is seeing from a seltzer point of view, in particular. And that's why we've taken a much more broader approach to flavor. The total flavor segment seltzers, FABs and RTDs was about 5% of the category. That number has tripled to about 13% now. It's a $9 billion business. But there's no question that seltzer within the flavor category is declining fairly meaningfully. You've seen that with our brands, and you've seen that with our competitors' brand. The data that we've looked at from a hard seltzer point of view, shows that it provided an entry point into flavor for consumers. And once they discovered flavor, they started to experiment and trade into FABs and RTDs and so on. And that's why we built a diversified portfolio of brands. And from a performance point of view, we're very pleased with the performance in the flavor space. We're got #2 share gainer for major brewers in FABs. We've got the #3 and the #5 hard seltzer in the category or admittedly a declining category. We've got the top innovation in flavor in 2021, 2022, in the summer of 2023. We've got Simply Spiked within that space, which is on fire. It's got nearly 5% of the FAB segment. And we're bringing new bold and better brands to the space with the Peace Hard Tea and the launch of Happy Thursday. From a premiumization point of view, Peroni doing well. Blue Moon is operating in a challenged segment, as you've seen from a craft point of view, it's still the #1 brand in the craft segment. But we've experienced softness with Blue Moon largely due to those the craft category challenges. We've got a really clear plan in place of how we're going to change that. We're already starting to see positive display trends. And we've got a big year plan for Blue Moon in 2024, which we unveiled for our distributors in September in which they like to like, and that includes new innovation, which is coming, as I said, in December. And then finally, in economy, yes, it's a challenged segment, but we're the top dollar share gainer in the economy space that we -- we're pleased with the performance of our two big brands there, Miller High Life and Keystone. So that's a walk around the park for you, Eric.