That is something we should do because it's a very concrete measure we can take. What's more, it's a matter of taking pride in Canadian products.
It's interesting how different countries have commanded their market share within their own countries even though there's presumed free trade. We certainly know that on an international basis there's a lot of agricultural subsidization, etc., in other countries and incentives in terms of their domestic industry. That's not something we focus on. We focus on being able to expose our domestic product to more and more Canadians because one of our feelings is that we have a level of quality in our products that is competitive with anyone in the world. One of the biggest challenges is to get people to try our products, as opposed to habits that have developed over the years and decades in terms of drinking foreign, imported wines.
One of the reasons that we've focused some of our commentary on the importance of a domestic marketing product is to get more and more Canadians introduced to our wine. We're absolutely convinced that if Canadians start to try our wine, we're going to start to build loyalty among them. But we have to break them of the habits that they've always had in terms of buying foreign wine. And they get used to it. Now what we want to do is give them a new opportunity to taste today's Canadian wine, and we're absolutely convinced that with that we'll build a loyal following.