I had a very insightful luxury ethnographic safari with FDKG. They have great contacts in China, they love it, and apparently China loves them. That gives FDKG a unique opportunity to develop deep insights into what is going on there, and then share it with western companies such as Pernod Ricard. Even though we are well installed in Asia and China in particular, and have a lot of contacts and research studies ourselves, this type of intimate learning was invaluable for me.