Thank you very much.
It's 50% by 2020. We'd all like to be higher than 50% going forward, and probably closer to the range that our foreign competition is at, such as Spain, Argentina, Chile, etc. A big problem that we have is the ability to sell our product. Unlike the situation with any other agricultural product, we have limited choices. We can sell it at the farm gate--and hopefully somebody drives down the gravel road. There are a handful of wineries that have licences to have their own retail stores predating the free trade agreement, and there are the liquor boards across Canada.
You might have a couple of hundred, a couple of thousand, people passing through your wine gate in a given year, depending on your location and your size, but there are literally millions of people walking through liquor board retail stores on a daily basis. The unfortunate part is that only 6% of total sales are 100% Canadian wines. There are only two jurisdictions that have greater than 5% of total wine sales in Canada--Ontario and British Columbia. The remaining liquor boards across Canada sell less than 5%. In fact, you will have five jurisdictions in Canada that sell less than 1% of 100% Canadian wines. It is the decision of the retail sector as to what they will sell.
We don't have the opportunity to promote our products across Canada, because consumers cannot bring wine across provincial borders. As much as we attempt to attract tourists—and we do attract tourists, who go home and would like to order some of the fantastic wines they've tried here—or wine connoisseurs who read the wine trade or watch the television programs out there or who look at the medals we're winning and who would like to try those wines, it's illegal for us to ship them to you.
So if you put that package together, it's extremely difficult to build the industry in Canada given the interprovincial trade barriers that are in place.