No, I can't state an actual dollar figure that a winery would make. The smaller wineries would be the largest beneficiaries, because they'd be selling the largest percentage of their total production through direct consumer sales and keeping the margin in their pockets and building a consumer base. The largest wineries will have a smaller percentage of their total sales in a direct consumer market, because they're already very much engaged in the liquor control board system. They have agents in every province, which a small producer can't have. So they will probably be selling a larger volume but a smaller percentage of total sales.
Based on the markups that the liquor boards have in place—a 66% markup in Ontario and a 133% markup in British Columbia—you're getting about $3.46 from a bottle of wine that sells for $10 at the Liquor Control Board of Ontario. That's what the producer gets. He has to pay for his bottle, his cork, his label, and his foil. You have to look at the overhead, the employees, the electricity, the viticultural work, and the grapes. There's not a heck of a lot left over. If he sold that wine directly from his winery to the consumer, he'd have to provide the PST and the GST to the government, but he'd be able to keep the majority of the profit in his pocket.
Currently the margin to the producer is roughly about 40%. So you'll see that farmers will be able to keep more in their pocket. They'll be able to invest more into their business. They'll be able to become more profitable. As they become more profitable, they'll be able to diversify whom they sell their wine to and enter into the liquor board system, I hope.