Ty Murphy

So, you know, as the score improves, the cigar improves, right?

Right on.

And it's not a marketing gift.

I mean, our Birdies cigar, they age the tobacco for five years before they roll it.

I mean, it's four times as more expensive for us to buy and make than it is our triple bogey.

So the prices are, all of our margins are pretty much the same across each brand.

So as the brands go up, the quality definitely.

And if you put them side by side and tried them and you're a cigar person, you would absolutely know the difference.

We did.

Yeah, it makes it more fun.

The funny story on this is we thought if we came out with better branded cigars for golf and we go straight to golf course and say, sell these cigars, they're cool, they're gamified, guys will have more fun picking these out to play with than anything else you sell, you'll sell more cigars.

And they probably sold a little bit more cigars.

But after three years of running with that message, we got some courses.

We probably had 50 to 100 golf courses in.

And then we get back and we start getting some testimonials.

And they're like, we're selling three, five X more cigars than we did with the previous supplier.

And we're like, those quotes are gold.

So you take those to more courses.

And you go, you know, how is that possible?

It can't be just a cool effect.