This is why we're looking for direct-to-consumer delivery. Given that brick-and-mortar stores only have so much shelf space, this would provide an opportunity for consumers to take advantage of those hard-to-get wines that aren't sold at a liquor board but may be at some point in the future. This will assist the liquor boards by giving them an example: if you put it on the shelf, they want it to sell. If Canadians know more about the product, it gives us more opportunity to get our wines onto their shelves, and the liquor boards will know they're going to be successful in trying to move it.
On April 18th, 2013. See this statement in context.