Consolidated Statements of Income And Comprehensive Income (USD $) In Thousands, except Per Share data, unless otherwise specified	12 Months Ended
	Dec. 29, 2012	Dec. 31, 2011	Dec. 25, 2010
Revenue	$ 628,580	$ 558,282	$ 505,870
Less excise taxes	48,358	45,282	42,072
Net revenue	580,222	513,000	463,798
Cost of goods sold	265,012	228,433	207,471
Gross profit	315,210	284,567	256,327
Operating expenses:
Advertising, promotional and selling expenses	169,306	157,261	135,737
General and administrative expenses	50,171	43,485	39,112
Impairment of long-lived assets	149	666	300
Settlement proceeds		(20,500)
Total operating expenses	219,626	180,912	175,149
Operating income	95,584	103,655	81,178
Other (expense) income, net:
Interest (expense) income	31	54	79
Other (expense) income, net	(98)	(209)	(149)
Total other (expense) income, net	(67)	(155)	(70)
Income before provision for income taxes	95,517	103,500	81,108
Provision for income taxes	36,050	37,441	30,966
Net income	59,467	66,059	50,142
Net income per common share - basic	$ 4.60	$ 5.08	$ 3.67
Net income per common share - diluted	$ 4.39	$ 4.81	$ 3.52
Weighted-average number of common shares - diluted	13,435	13,741	14,228
Other comprehensive income, net of tax:
Defined benefit plans liability adjustment	(45)	(400)	(79)
Comprehensive income	$ 59,422	$ 65,659	$ 50,063
Common Class A
Other (expense) income, net:
Weighted-average number of common shares - basic	8,689	8,905	9,553
Common Class B
Other (expense) income, net:
Weighted-average number of common shares - basic	4,107	4,107	4,107