CONSOLIDATED STATEMENTS OF INCOME (USD $) In Thousands, except Per Share data, unless otherwise specified	12 Months Ended
	Dec. 31, 2011	Dec. 25, 2010	Dec. 26, 2009
Revenue	$ 558,282	$ 505,870	$ 453,446
Less excise taxes	45,282	42,072	38,393
Net revenue	513,000	463,798	415,053
Cost of goods sold	228,433	207,471	201,235
Gross profit	284,567	256,327	213,818
Operating expenses:
Advertising, promotional and selling expenses	157,261	135,737	121,560
General and administrative expenses	43,485	39,112	36,938
Impairment of long-lived assets	666	300	1,049
Settlement proceeds	(20,500)
Total operating expenses	180,912	175,149	159,547
Operating income	103,655	81,178	54,271
Other (expense) income, net:
Interest income	54	79	112
Other (expense) income, net	(209)	(149)	(16)
Total other (expense) income, net	(155)	(70)	96
Income before provision for income taxes	103,500	81,108	54,367
Provision for income taxes	37,441	30,966	23,249
Net income	$ 66,059	$ 50,142	$ 31,118
Net income per common share - basic	$ 5.08	$ 3.67	$ 2.21
Net income per common share - diluted	$ 4.81	$ 3.52	$ 2.17
Weighted-average number of common shares - basic	13,012	13,660	14,059
Weighted-average number of common shares - diluted	13,741	14,228	14,356