GT Dave

And yes, like the diehards loved it.

But when I tried to turn on my friends to it, and again, I was a teenager at the time, they'd be like, yo, it's like, sounds too far out.

I'm not into it.

And so I thought, okay, I need to like rebrand it.

So I need something American.

Yeah.

And that was a blessing and a curse.

I think the blessing was as we grew, we never felt too big on the shelf because we almost intentionally diluted our brand presence.

But then the curse came from...

You know, as we started to evolve as a more sophisticated company, if you want to call it that, where you have to, like, market and you need brand, you know, recognition, we didn't really have a brand that people would just reference the design of the bottle.

They wouldn't speak to it.

You know, the health and wellness space, Rick, has been infiltrated in the last, like, decade.

It's heartbreaking what's happened to it.

And I hope it turns around.

I hope, like, everything in this world depends when we'll swing back to the other side.

It's getting harder because the consumer, especially the younger generation, their values have shifted.

They want quick.

They want convenient.

They don't want to be bothered with refrigeration or glass.

or a short shelf life.