Jens Grede

It's really hard to reach a critical mass of consumers today.

If someone gave you and me a billion dollars to start a vodka company, we can call it winter warmth.

And we spent that on TV and billboards and on Meta.

We wouldn't have half the brand recognition that Dwayne The Rock Johnson have for his tequila company, Terramona.

You tell me, what's the value of Dwayne Johnson?

It's a billion dollars or is it five?

It's really the only way today that you can reach a critical mass of U.S.

consumers that

Not just building awareness, but building a sense of knowing what the company stands for and what the brand's trying to do is for personality and it is for culture.

And I think today, as we have lived through the fragmentation of media,

My social media feed looks entirely different from yours and entirely different from my wife's.

We are consuming different news from each other and often very different opinions from one another.

If I'm into fly fishing,

I can live in a fly fishing world where fly fishing is the most important thing in the world.

I can watch fly fishing shows and engage with other fly fishermen.

I truly believe that fly fishing runs the universe.

The only two things that cuts across really is...

pop culture and sport.

And I put sport in the culture bracket.

Sport and culture is the only two things that generally tend to cross all those boundaries in society today, being political, racial, religious boundaries that society has drawn up.