Paul Varga
Analyst · Citigroup
Okay, well, I think, let me answer the latter question first. I think the one-time impact, I mean, there's always from sort of week-to-week and month-to-month transitions you make with transitioning from old package to new package, but we don't anticipate there being anything more dramatic than any other normal packaging change we make. You've got to remember, we do this, it's globally SKU by SKU, and it gets phased in over, to be honest, several months. So I wouldn't anticipate anything there. And I think that package changes, as we do with all of our portfolio, we're just trying to keep them as current and appropriate for the marketplace as the times demand. And of course, with Jack Daniel's, we look at that much more closely than we would other brands, because of the power of its primary presentation, its packaging, but there's no actually -- a few things in the press about it we found actually interesting and, in some ways, helpful, too. We consider what we've done with the Jack Daniel's package to be similar to prior packaging evolutions, very evolutionary in nature, honoring a lot of the old-time look and feel of the brand. But also just making sure it's working really, really well in the marketplace. And a couple of the aspects of it that I personally like is I think it has helped the brand present itself in countries around the world as a more global package. A lot of the early work on Jack Daniel's of course was designed for its home market, to the U.S. And so as we've gone around and made changes over the last 10, 15, 20 years, we've made some changes to it that have made it either appealing or just a little bit more relevant in some of the international markets. So again, that's an evolutionary story. I actually think it's important, too, for us to continue to look at all aspects of the Jack Daniel's packaging, because it gets copied so much. I mean, it's just such a powerful package and shape and presentation, and a lot of whiskey brands look to Jack Daniel's particularly to follow it. And so my personal view is we're going to regularly sort of make sure Jack Daniel's is looking as unique and different and as contemporary as it needs to be while, of course, honoring all of the old-time and iconic look and feel of it.