There are two types of wines we're talking about. We have two categories of wine in Canada. One is the blended wines. One is the 100% Canadian VQA premium wines. They are two completely different categories attracting two completely different types of consumers. On the blended wines, you're right: they sell for less than $10 per bottle. The 100% premium wines sell for typically more than $10 but over $15 per bottle.
The vast majority of consumers in Canada are consuming blended wine and blended wine products. If we didn't support the blended wine industry, if we didn't have a blended wine industry, that 25% of total sales in Canada would disappear overnight. Producers around the world who are producing blended wines are producing wines in such large quantities that they can get their production costs down to very low levels to be able to capture that market.