The $15 million mistake was we were so focused on building the brand

The $15 million mistake was we were so focused on building the brand that we really wanted our cans to be gorgeous and jump off the shelf and so we had them in sleeved cans for like two years. Well, a lot of people don't know when it comes to CPG, the packaging is the most expensive part. It's not the stuff inside, right? And there's it's a pretty fixed and there's not a lot you can do about it until you get bigger and you scale and then the price comes down, right? It's it's simple economics. And it's like one of those things that the sleeved can was the most expensive thing on our can. I think it was like 20 cents a can. And then we knew if we wanted printed cans, we would um be able to drop it, you know, in half right away and then I'm sure it's gone down even since then. But we stayed in it for almost 12 months too long, which cost us north of like probably $15 million because we thought it was cute and that it looked better on the shelf. Like like what like and now we're in printed cans and honestly, it's so much better.