Okay. We all start with fermentation. It doesn't matter whether you're in beer, wine or spirits, you create a fermented beverage. In our case, we take that one step further and distill it to take out some of the essence of the underlying agricultural material, whether it's grapes or grain, or whatever it is.
Modern technology is now allowing people to do other things—not distillation, but very similar things—to products to take out the original flavours and some aspects of the original grains. So you have things like reverse osmosis, centrifugation, ion exchange, ultra filtration, crystallization, which essentially take wine and beer and strip it down to get almost to the same type of thing. You get a very clean liquid, with no or very few congeners in the liquid that's left, then present that to consumers as if it were a spirit.
Here is the famous example. The law in Canada, the Food and Drugs Act, says that to meet the definition of a vodka in Canada, it has to be odourless, colourless and tasteless. We had a company that was essentially a brewer that was producing material, calling it vodka—the bottle said vodka on the label—and when we went to the CFIA, the CFIA said, “We can't really do anything about that because it's vodka flavoured”. We were sitting there saying, “Excuse me. It's what? Did you not see in the Food and Drug Act...? They're buying a flavour ingredient from a flavour company, claiming that it's a vodka flavour. So it's obscene, it's obscene.