Consolidated Statements of Income (Unaudited) (USD $) In Thousands, except Per Share data	3 Months Ended		9 Months Ended
	Sep. 24, 2011	Sep. 25, 2010	Sep. 24, 2011	Sep. 25, 2010
Consolidated Statements of Income [Abstract]
Revenue	$ 147,002	$ 135,957	$ 404,425	$ 379,585
Less excise taxes	12,189	11,490	33,479	31,525
Net revenue	134,813	124,467	370,946	348,060
Cost of goods sold	58,782	54,676	166,468	158,103
Gross profit	76,031	69,791	204,478	189,957
Operating expenses:
Advertising, promotional and selling expenses	39,334	34,612	115,364	98,840
General and administrative expenses	10,284	9,815	31,689	28,815
Settlement proceeds			(20,500)
Total operating expenses	49,618	44,427	126,553	127,655
Operating income	26,413	26,634	77,925	62,302
Other income (expense), net:
Interest income	32	33	35	41
Other income (expense), net	15	(105)	44	(102)
Total other income (expense), net	47	(72)	79	(61)
Income before provision for income taxes	26,460	25,292	78,004	62,241
Provision for income taxes	10,164	9,846	29,730	24,265
Net income	$ 16,296	$ 15,446	$ 48,274	$ 37,976
Net income per common share - basic	$ 1.26	$ 1.14	$ 3.67	$ 2.75
Net income per common share - diluted	$ 1.19	$ 1.09	$ 3.48	$ 2.65
Weighted-average number of common shares - basic	12,932	13,587	13,143	13,795
Weighted-average number of common shares - diluted	13,650	14,197	13,868	14,320