Condensed Consolidated Statements Income and Comprehensive Income - USD ($) shares in Thousands, $ in Thousands	3 Months Ended		6 Months Ended
	Jun. 26, 2021	Jun. 27, 2020	Jun. 26, 2021	Jun. 27, 2020
Income Statement [Abstract]
Revenue	$ 641,314	$ 481,089	$ 1,223,023	$ 833,314
Less excise taxes	38,509	28,951	75,138	50,611
Net revenue	602,805	452,138	1,147,885	782,703
Cost of goods sold	327,116	242,514	622,566	425,106
Gross profit	275,689	209,624	525,319	357,597
Operating expenses:
Advertising, promotional and selling expenses	161,620	100,336	302,479	198,227
General and administrative expenses	32,960	29,685	64,906	56,714
Impairment of assets	1,004	834	1,231	2,355
Total operating expenses	195,584	130,855	368,616	257,296
Operating income	80,105	78,769	156,703	100,301
Other expense:
Interest expense	(29)	(212)	(58)	(149)
Other income (expense), net	8	(52)	2	(412)
Total other expense, net	(21)	(264)	(56)	(561)
Income before income tax provision	80,084	78,505	156,647	99,740
Income tax provision	20,889	18,364	31,887	21,365
Net income	$ 59,195	$ 60,141	$ 124,760	$ 78,375
Net income per common share - basic	$ 4.82	$ 4.93	$ 10.16	$ 6.44
Net income per common share - diluted	$ 4.75	$ 4.88	$ 10.01	$ 6.37
Weighted-average number of common shares - basic	12,283	12,196	12,277	12,177
Weighted-average number of common shares - diluted	12,465	12,258	12,461	12,221
Net income	$ 59,195	$ 60,141	$ 124,760	$ 78,375
Other comprehensive income:
Foreign currency translation adjustment	15	(13)	35	(71)
Comprehensive income	$ 59,210	$ 60,128	$ 124,795	$ 78,304