Let's belly up to the bar. Motley full money starts now.

Welcome to Motley full money. I'm D. Drollard here with Motley full analyst Bill Barker. Bill,

how are you today? I'm good, thanks. Well, you know, it's got to be five

o'clock somewhere. So we're going to talk booze today. First of all, we've got earnings from

consolation brands. So that's a portfolio of all types of brands, beer, wine, spirits. Also,

the proud owner now of the number one US beer, Modello, which extended its lead this quarter.

Companies investing heavily in brewing capacity in Mexico. The question I'm asking myself,

whenever I see a brand on top is, can it stay there? What do you think? Is Modello going to

be on top for a while? Well, it's a beer company. So tell me how it's advertising is going to do,

how well it advertises. And that's how it's going to do. That's what beer in this country is,

is a successful advertising campaign or not. And I can remember being at a conference some years

back. And the Budweiser was presenting and Heiser Bush. And what the CEO came up and talked about

was the Super Bowl campaign and the commercials. That was about half of his time.

They're an advertising company, which happens to make some beer. And I mean, that's been driven

home, of course, this year by Bud Light's trip ups with its campaign and the boycott against it.

And Modello just was featured in the Wall Street Journal a couple weeks ago for how successful

and its campaign is and the reasons behind that. Yeah. And part of that is its connection with

with Hispanic drinkers and the growing Hispanic population. And it definitely plays to that.

And it's ad campaigns. The other thing it's got is the Chalada, which is sort of a little bit like

a wine cooler sort of. You've got beer with some lime and some salt. And that has grown dramatically.

I'm wondering if that's sort of the new, the new wine cooler, which of course are the

new hard seltzer or the new, the new drinking trend in general. Maybe you'd have to ask one of

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