We believe we have a product that can get consumers back into full-calorie beers.

We've never played (a triangle-and-two) in a game, not once.

We think we've got a nice straddle brand and we think we can source volume from multiple places.

It strikes a cord of authenticity. That's our belief on how to grow a heritage brand. We believe [the ad] carves out an emotional territory that invites them into the brand.

That kid (Benson) can shoot the damn lights out. And they run him off so many picks, it makes you work even harder to try to stop him.

It strikes a cord of authenticity.

Ever-growing numbers of consumers are looking for authenticity. High Life is the most authentic beer brand.