Neal Freiman

I know.

This industry is really on the rocks right now.

No, you can't laugh.

I guess the good news for people who still drink, which is a dwindling number, is that appears that a price war is coming because if you're sitting on so much inventory, you're sitting on inventory that's worth your entire company, you're going to have to cut prices to get people to buy this thing.

So let's just look at Hennessy.

Hennessy was priced at about $45 a bottle in the United States, but since they've cut it to about $35, so if you are a scotch collector or you like fancy tequila, expect prices to come down because

You know, things are turning in your favor with all this inventory sitting around.

Which is why some analysts are saying, I think it's a mistake for you to cut back production now.

And they are cutting back production.

Jim Beam's main distillery is stopping to make whiskey for an entire year at least.

And some people look at that and say, you are actually responding too much to the short term trends and not looking

To the long term, of course, we don't know whether drinking whiskey or scotch or things like that will actually come back, but it could.

And if so, you're going to have the opposite problem of what you have now with a huge inventory shortfall.

I feel like for Guinness is like a complete meal for me, but I am part of that.

I never drank Guinness before the last couple of years.

And then maybe I was influenced by Instagram, but I started drinking and I was like, this is actually...

Pretty good, and I've noticed a bunch of my friends also doing the same.

Okay, let's run to the finish with some final headlines.

If you live in a swath of the American South from Texas to the Carolinas,

This weekend is going to be a doozy.