Paul C. Varga
Analyst · Dara Mohsenian of Morgan Stanley
Yes, I mean, I think, Dara, as always, the answer on whether the premium position will improve. I think in some markets, you have to look at it as to where you're positioned in any point in time. I think, absolutely, our premium position will improve to the extent we go up, either faster or more, than some of our competition. And that, in some cases, will be the intent. We actually also think, that if you just look at this, maybe on a rolling 12 or 24-month basis, as to what the activity is out there in the marketplace as it relates to how much people are discounting, how many front-line FOB increases, where the shifts in the business are in terms of the retail outlets, what sizes are being sold, there are a lot of influences to the -- what the consumers experience in terms of what they pay in the marketplace. But it continues to be an off-premise driven market and therefore, you do have much more sensitivity to price, and I just think the environment generally, has improved. And when you have the -- when you compare it like this to last year, the last 2 years to the prior year or 2 years, and when you actually also think about the categories that we're competing in, the fact that it has so much momentum should give you encouragement as well. And a lot of that momentum is being generated in prices above some of our brands. So all of that is encouraging, I think. And so it adds up to us feeling better this year than we would have felt a year ago.