It's safe to say no one in this business wants to miss out on the next Tito's, so when something new comes along or gains traction--as it often does--every company must determine if it is a long-term trend or just a fad. "A fad will burn bright for a short while. But if you see that the trend is being driven by credibility. That to me, means it's a trend," said Jon Collins, president Nielsen CGA at the recent WSD Summit.