Consolidated Statements of Income and Comprehensive Income (USD $) In Thousands, except Per Share data, unless otherwise specified	3 Months Ended				6 Months Ended
	Jun. 28, 2014		Jun. 29, 2013		Jun. 28, 2014		Jun. 29, 2013
Revenue	$ 247,365		$ 194,939		$ 444,735		$ 341,351
Less excise taxes	15,754		13,607		29,279		24,087
Net revenue	231,611		181,332		415,456		317,264
Cost of goods sold	108,515		84,200		201,841		152,349
Gross profit	123,096		97,132		213,615		164,915
Operating expenses:
Advertising, promotional and selling expenses	65,922		50,178		127,179		93,627
General and administrative expenses	16,681		14,906		32,552		29,554
Total operating expenses	82,603		65,084		159,731		123,181
Operating income	40,493		32,048		53,884		41,734
Other income (expense), net:
Interest expense	(5)		(6)		(9)		(8)
Other income (expense), net	201		(220)		65		(342)
Total other income (expense), net	196		(226)		56		(350)
Income before provision for income taxes	40,689		31,822		53,940		41,384
Provision for income taxes	15,261		12,107		20,197		14,757
Net income	25,428		19,715		33,743		26,627
Net income per common share - basic	$ 1.95		$ 1.53		$ 2.59		$ 2.07
Net income per common share - diluted	$ 1.88		$ 1.45		$ 2.49		$ 1.96
Weighted-average number of common shares - diluted	13,486		13,462		13,461		13,484
Other comprehensive income, net of tax:
Comprehensive income	$ 25,428		$ 19,715		$ 33,743		$ 26,627
Common Class A
Other income (expense), net:
Net income per common share - basic	$ 1.95		$ 1.53		$ 2.59		$ 2.07
Net income per common share - diluted	$ 1.88		$ 1.45		$ 2.49		$ 1.96
Weighted-average number of common shares - basic	9,196		8,765		9,097		8,737
Weighted-average number of common shares - diluted	13,486		13,462		13,461		13,484
Common Class B
Other income (expense), net:
Net income per common share - basic	$ 1.95		$ 1.53		$ 2.59		$ 2.07
Weighted-average number of common shares - basic	3,770	[1]	4,007	[1]	3,837	[1]	4,055	[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 and 100,000 shares to Class A Common Stock on May 7, 2014, with the 26-week number of shares reflecting the weighted average for the period.