The tequila boom in the US appears to be over. I want to dig into some detail about what’s happening at the market level. I want to ask tequila brand owners the following: 1. With the hyper-growth of the last few years levelling off, how are you pivoting your strategy to ensure you’re one of the 'distinctive winners' rather than a brand lost in the middle?" 2. We’re seeing a shift from 'celebrity-endorsed' to 'owner-involved' brands. How does your brand's leadership or founder story provide the level of authenticity that consumers are now demanding?" 3. Are you viewing Ready-To-Drink (RTD) expressions as a standalone profit centre, or primarily as a 'top-of-funnel' tool to eventually migrate drinkers over to your premium bottled spirits? 4. With the World Cup taking place across North America later this year, how is your brand leveraging this 'Mexico-meets-USA' moment? Are you launching specific limited editions or campaigns that lean into the cross-border heritage of the spirit?