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Thank you for your post Laura. Most importantly (at least to me) is the fact that your post asks us to focus on one word. To - DIFFERENTIATE - the product. I don't know that 'drinkability' should be the word du jour for Bud Light but if it remains I bet it won't be long before some ad agency comes up with the phrase "Let the good times flow" as a theme to parlay drinkability into a larger advertising concept. Loved reading your thoughts.