Gavin Hattersley, CEO of Molson Coors, described current economic turmoil as cyclical during the company’s latest earnings call. When it eventually fades away, he said, Molson Coors, having maintained its investment in its brands, will be top of mind for consumers—and ready to reap the rewards.

As he put it: “We’re going to continue to invest behind our brands so that when the tide turns, they’re in the best position they can be.”