How have you seen a difference in getting customers to try the products in states like Ohio versus Illinois, where liquor laws differ?

It's really challenging. For example, sampling is an obvious method. If you're trying to get people to try something new, you do sampling. However, sampling now is very diluted because every state's different. Implementing it in big national chains that operate in multiple states is complex. The effort to tailor the program for each store in each state isn't worth the results. Another challenge with sampling is that unless a retailer builds a display to support your sampling, you typically run out of what you're selling in the first 30 to 60 minutes of a demo. If you have a four-hour demo without a display and rely on the shelf supply, you've incentivized people who can't purchase the product for most of your demo. Coordinating displays is tactical, not strategic, but it makes a huge difference in how much product you actually sell because you can't convert it.