That's a good question. Look at countries such as Argentina, where they're growing thousands and thousands of hectares of grapes and producing at an extremely low price, given the costs of production and labour. They're able to ship their product to Canada. If they're selling in large volumes, the liquor boards can negotiate quite a low price to meet the sales point that they're trying to reach, and, as wine producers, we have to play that game as well.
You mentioned a $15 per bottle price point. I can take a look at the LCBO, and out of our highest premium wines that are sold at the LCBO, only 7% are over $15 per bottle. The liquor boards demand a price point of whatever that is, $13, $14 per bottle. We've got to do what we can do to meet the demand of the only retailer in the province or in the country. We've got to look at our products and do some blending of our wines to be able to meet the requirements of the retailer. That's the environment that we operate in.