Alicia Barry

Absolutely.

And we have our esteemed colleague, Gareth Hutchins, who is digging into this topic a little more deeply.

He's actually writing an article on it.

It's on our website now if you want to jump on and have a look and give us your feedback too.

And it's something that Jane Hertlicker, who is the boss of Endeavor Group, is very attuned to.

Now, she has taken over this enormous hotels and drinks business at the beginning of the year.

She was previously the CEO of Virgin and yesterday released her first strategy update for the company.

Now,

Endeavour Group is not doing that well because as you say, Michael, these social trends are shifting around drinking and she has a job to sort of turn this business around.

Yeah, that's right.

It listed in 2021 as a separate entity.

So it was originally part of Woolworths business groups.

They split it out.

The company itself owns Dan Murphy's BWS and a number of hotels businesses.

It's picked up other businesses along the way like Jimmy Brings.

So it really does dominate.

But when we're talking about the share price, it listed around $6 from memory.

It's now sitting at around $2.80 something.

It's down over 20% this year.

It fell about 5% yesterday and it's still declining today.