Sherman Mohr

That's such a great question.

For the most part, wine brands are still...

in great part built in the restaurant community.

That's where wine is generally trialed first.

It's generally discovered first at restaurants.

It's what we do at the retail level.

And our Shared Spirits app is built around working with restaurants and suppliers on the restaurant level.

But on the retail side, the connection there is slightly different.

We deal with suppliers who just really want to deliver volume and support to their retailers.

So if they can introduce it to new customers, that's all the better.

But it's really about supporting that retail relationship.

So it's very much a relationship scenario.

The distributor has placed that product in the stores and they hire companies like ours on the supplier side to send our people in and just really set up

as many of those bottles during a three-hour period as absolutely possible.

And when that happens, that support is recognized by the stores and they continue to purchase those cases.

So if you've seen wines that you like at retailers that you patronize and you've seen those products continue to be there over time, it's a function of the support they get in pricing, in sampling.

And then really basic support from the supplier and the distributors.

There's a technology in place now for us that literally delivers in almost real time.

The very cocktail wine by the glass or draft of beer is sold at the POS level at a restaurant now.

Wow.