Thanks very much. I'll do my best to answer that because there are a few unknowns in this.
One of the strengths of our industry has been the ability to work hand in hand with our agricultural products. Every winery today in Ontario is de facto a grape grower. Today we all produce our own grapes, but there is a very healthy and evolved independent farmer whose specific business is to grow tender fruit, grapes being a big part of that. Part of our goal is to work with our stakeholders to make sure that the raw material, the grapes in the vine that are planted in the vineyards today, can work with us. We have a very collaborative relationship in terms of doing that.
To be able to achieve the 66% market share in both the combination of ICB wines and our wines of appellation, VQA wines, we would require significant investment in agriculture, in conversion of existing farmland today, to be able to meet that demand. The opportunity from a microclimate and vinification standpoint exists specifically in Ontario, to a great degree in British Columbia, and in new burgeoning markets—we've heard now of Quebec and Nova Scotia—where new plantings and pioneer work and experimentation are taking place. There's also conversion of crop, specifically in Ontario. Some lands that were previously used to grow tobacco are today being planted with vinifera, world-class grapes for winemaking. That's where the twinning needs to take place.
It's about building momentum, and it's about establishing attainable growth metrics that provide the economic stimulus for us to do this. That stimulus works right through the supply chain, right from the vineyard through the processing piece of it, through the agri-tourism component of it, which is so vital, and throughout the rest of the supply chain. The capacity for us to do it is in front of us. The market opportunity is there. The projections for per capita consumption are to take the existing national per capita consumption of wine from 13.8 litres annually to just over 15 litres, through responsible and informed usage—people converting from different alcoholic beverages to wine under the consideration that it's a food product. We see that opportunity, as people drink more responsibly, for us to be able to provide greater value and greater wines to them. It's linked and it's attainable, and it requires an aggressive plan, but one that we aren't afraid of.