We work well with the liquor boards. We think there are opportunities. The challenge that we have is that 10 years ago we produced a small amount of wine, and now we produce thousands of different brands and products, and most jurisdictions haven't caught up in being able to provide us with that shelf space. We understand the fact that they're going to be selling a product that their consumers want, right? Nobody wants to put a bottle of wine on their shelf and let it sit there for six months. It has to move the same way as a can of peas moves in a retail store.
Part of the challenge we have is that we're a relatively young industry and we don't have the promotional horsepower that some of our foreign competitors have. You're looking at Europe having $255 million over a five-year period to promote their wines in third-country markets. You get the nice magazines paid for by foreign governments that the LCBO or the BCLDB is giving out to the consumers in their jurisdictions. That's what we compete against. So if consumers had better knowledge, they'd buy more wine.