tailgate or sporting event. it s going to be an uphill battle the likes any company has ever seen in terms of recovery. and here s why. not too long ago there used to be just a few beers to choose from, budweiser, miller, coors, schafer, pabst, schlitz, that was basically it. now we re talking dozens of choices, there s s.t.e.m. stella, coroma, yuengling, blue moon, sam adams, guinness. once that option is explored out of a boycott, it s hard to win those consumers back especially when you could get red called simply for holding ridiculed for holding a bud light in my hand over the summer. people were, like, what are you doing drinking that? i don t know, somebody handed it to me. [laughter] jon: it use to be a brand that appealed to football fans and blue collar types. then they, then they, you know, throw their advertising dollars at a woman who was born a man