ARSN Name recognition and tradition since 1920s is key here.
Look at all the press Yuengling Ice Cream has gotten the past 4 years since rebooting in 2014. They werent even a public company, yet they had USA Today, the Times, Fox News, etc all covering their return, and their ButterBeer Ice Cream.
Tradition, you had hundreds of blogs and websites fawning over their return to business in 2014.
This is going to be big.