The bag-in-the-box consumer today is in our target market because they're people who are in the early stages of their wine appreciation. The person who buys a wonderful Bordeaux or a classic big Australian isn't the person looking for a bag-in-the-box. It's somebody who's at the entry level in the category, and for us to build a first impression—
On March 26th, 2013. See this statement in context.