A big part is to win at home. That was an area that I just mentioned in terms of the recommendations. Growing Forward 2 now offers opportunities to promote our wines in our own domestic market, where in the past the funding was only available to grow export markets. The most successful wine-producing jurisdictions around the world have first built their own domestic market. Once they conquered their domestic market, they moved into the export market.
We export about $30 million per year of wine, and we want to build our export markets. But to be successful, we have to win at home, and to win at home we have to be able to compete with our competition. On a regular basis, we see California, Europe, Australia, and New Zealand doing premium wine tastings in major metropolitan areas across the country. Liquor boards love it. We can't do that. We don't have the funding to be able to do it. Federal dollars have not been available up until now with Growing Forward 2. We had a small program called Canada à la Carte back in 2000, which supported the promotion of Canadian wines across the country. That program was cut more than 10 years ago, and we're hoping to revisit that.
Once we're able to show Canadians the quality of our wines, we believe liquor boards will start carrying our wines and we'll be able to increase our sales and move our market share from 30% to 50%. Prior to the free trade agreement, we did have 50% of the market. The world changed and we're starting to grow that back again. We're very confident we can do it, but we need a little bit of support to get there.