Our research has shown that we were on target with the 21-to-27-year-old beer drinker through our message and approach in delivering humorous ads with an unexpected twist.

High-def continues to grow in popularity, and we want our consumers to see our ... ads in the highest-quality format.

We listened more closely to our male and female drinkers. We're continually raising the bar on humor, and you find you can deliver humor and tell our stories in many different ways.

Those ads did push the envelope quite a little bit, and they got wrapped up in the whole (Jackson) controversy. They got a more negative reaction than they would have otherwise.

When I started doing research in 1980, the forecast was: In 10 years, there's going to be one huge beer company. After Prohibition ended in 1933, beer was the first thing to come back. But after a while, we started to lose three or four breweries per year.

He was a wise man who invented beer.