So, what do you see happening? Do you expect less MM at higher prices? Do you see some market (consumer) shift from MM as a result?
Wainwright...I agree with what you say about branding. I know guys that always order MM when at restaurants or bars because that is what they know and it is safe. They also consider MM their go-to-brand because that's what they always drink. I see guys in liquor stores walk straight in and pick up JD or MM and don't stop to look at anything else.