Matthew John Shattock
Analyst
Thanks, Vivien. Maybe I can step back and give some perspective. Obviously, it's an important and exciting subject. And it's very encouraging to see what's going on. It's about 8% of the overall U.S. category. So certainly, I would see headroom for growth, and the momentum looks very encouraging. But also we're seeing international growth, and a lot of our initiatives around the world are really starting to see that unfold. And we're pleased about Beam's performance because, in the year and in the fourth quarter, we grew share in what was a rising market. I think there are 3 factors that we need to look at as to what's driving and therefore, to your question, what will happen going forward. The first is no doubt innovation, as I've said in my comments. And certainly, what's happening there is it's bringing new users into the category, and the product is being used in new ways. If I look at the fourth quarter, I think probably about 1/2 of the growth of the category in the U.S. came from flavors and the innovation in that area, and the other 1/2 came from core products, and so that's a very healthy balance there. I think another key driver is premiumization. Premiumization has been quite late to the bourbon category versus other areas, and that's exciting. I think we've led that with our small batch brands, Knob Creek and the innovation of Single Barrel, Basil Hayden. And I think, of course, Maker's Mark being one of our absolute star performers last year, and it continues to tap into that trend. And so I think we'll see that continue. And I think it's underpinned by this overall sense of, as I said in my comments, of authenticity. I think consumers today really appreciate authenticity. Bourbon brands have got heritage, craftsmanship and great stories behind them. Certainly, our brands have that heritage. And I think that's something consumers will continue to appreciate. So what do I see going forward? I think that bourbon is set to continue to outgrow the market. As we cycle through, will it grow at double the rate of the overall market? I don't know. We'll have to see. But certainly, the initiatives we've got in place and the fundamental consumer drivers I spoke of there lead me to believe that bourbon's got a bright outlook.