Hopefully there aren't too many 10-20 year olds buying Rheingold. And even the Doors, old as the group is, had their heyday decades after John Wayne. I know many "kids" in their 20s and to them "back then" was the 70s and 80s. A few in their 30s may have a fondness for the 60s hippie era from their parents' stories. I bet almost none think "Well, if John Wayne liked this beer when my parents were kids, I think I'll buy some".
And I guarantee you, any kids "worn down" by technology are few and far between. I'm sure a lot of John Wayne's fans are stymied by all the change, but not their grandkids.
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