More than
transportation.

Volkswagen and Audi ownership, in an analogy.

If the only purpose of owning a car is to get from Point A to Point B as cheaply and reliably as possible, there are some very good choices out there. A Toyota or Honda makes a lot of sense. They’re generally practical, economical, and designed to do their job with as little drama as possible.

But transportation isn’t always just about getting somewhere.

Think about it another way.

If the only purpose of drinking alcohol were simply to consume alcohol as cheaply as possible, everyone would buy the cheapest thing on the shelf. But that isn’t what most people do. People spend a little more for a good bourbon, a nice brandy, a craft beer, or something they simply enjoy.

Why? Because there is more to the experience
than the basic function.

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