Consolidated Statements of Income and Comprehensive Income (USD $) In Thousands, except Per Share data, unless otherwise specified	3 Months Ended
	Mar. 29, 2014		Mar. 30, 2013
Revenue	$ 197,370		$ 146,412
Less excise taxes	13,525		10,480
Net revenue	183,845		135,932
Cost of goods sold	93,326		68,149
Gross profit	90,519		67,783
Operating expenses:
Advertising, promotional and selling expenses	61,257		43,449
General and administrative expenses	15,871		14,648
Total operating expenses	77,128		58,097
Operating income	13,391		9,686
Other (expense) income, net:
Interest (expense) income, net	(4)		(2)
Other (expense) income, net	(136)		(122)
Total other (expense) income, net	(140)		(124)
Income before provision for income taxes	13,251		9,562
Provision for income taxes	4,936		2,650
Net income	8,315		6,912
Net income per common share - basic	$ 0.64		$ 0.54
Net income per common share - diluted	$ 0.62		$ 0.51
Weighted-average number of common shares - diluted	13,435		13,505
Other comprehensive income, net of tax:
Comprehensive income	$ 8,315		$ 6,912
Common Class A
Other (expense) income, net:
Net income per common share - basic	$ 0.64		$ 0.54
Net income per common share - diluted	$ 0.62		$ 0.51
Weighted-average number of common shares - basic	8,999		8,709
Weighted-average number of common shares - diluted	13,435		13,505
Common Class B
Other (expense) income, net:
Net income per common share - basic	$ 0.64		$ 0.54
Weighted-average number of common shares - basic	3,905	[1]	4,102	[1]

[1] Change in Class B Common Stock resulted from the conversion of 135,000 shares to Class A Common Stock on February 18, 2014, with the 13-week number of shares reflecting the weighted average for the period.