Yes, I'm sure that it's all about branding and marketing. I don't drink a lot of beer but I rarely try one that I don't like! It's a matter of developing a cult following amongst the young - I'm pretty confident that Geoff Ross and his team are up to that. After that, it becomes a question of whether Lion or DB move first to swalllow them up; when that happens and at what price. A sort of market development laboratory for the big brewers.