The quality of B.C. wine has increased dramatically over the past 10 or more years, so the market segment where we think we need to be is in high-quality product, which does fetch a little bit of a higher price. On average, I think a bottle of B.C. VQA wine is around $18, which is quite substantially above what you pay for cheaper Australian or American imported wine. We have, to some degree, managed to build loyalty from a segment of the consumers, but this is a bit of a problem for us because there is also a growing perception within B.C. that B.C. wine is too expensive. This is a serious challenge that we are facing. There are a few reasonably priced products on the market, but in general these are basically not making any profit for the winery. There's really no way we can sustain this part of it.
On April 23rd, 2013. See this statement in context.