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The other day you and I were having a little back and forth as we do on this show.

Yeah.

About Upland Brewing Company.

Well, there was some, I don't even know how we got on this. There's some, I don't even

remember how we got on this topic.

Well, it's because Upland Brewing Company has launched a new beer and it's targeted towards

millennial women.

Okay, yes, perfect, that's right.

And so I had made the observation that...

The women don't drink beer.

Well, I said I think the beer industry is struggling with trying to jam a bit of a

square peg into a round hole, which is every

year there's some new woman beer of the year, and it has its moment and it's the white claws and then

it's the high noons. And the truees and the, yeah the white claws and then it's the high noon and the truees and the yeah and I said this is just I just think we keep going down a rabbit hole here because

I just don't think beer is a woman thing.

Yeah, and guess what happened?

...