One of the things that we've seen in the last 15 years is that the world has changed, whether because of health reasons or.... People want to be more fit and are just more aware that if they overconsume it has undesirable consequences. We want people to use our products properly. We invest a lot of money. We invest a lot of marketing dollars to attract you to our products and to get you to be a repeat consumer. If I have any one of you as my consumer, if you turn around and use my product improperly—you drink too much, or you binge drink, or you have way too many drinks on Saturday night, and you injure yourself or you hurt yourself or you hurt somebody else—that makes me a stupid businessman because I've just blown my investment. I'd like to think we're not stupid. I think one of the things we're seeing is consumption going up modestly, but the population's been growing. What really has been happening is that people are saying, “Okay, I'm going to drink, but I'm not going to drink as much. I'm going to drink better product. I want higher quality. I want the wine that I'm drinking to be better wine”.
You can't sell whisky in Canada unless it's been in a barrel for three years. There's not much three-year whisky left. The consumer's tastes and palate have moved up. If it's not a four- or five- or six-year whisky, the consumer is starting to say, “I'm not going to drink that; there's better stuff out there”. So what we're seeing is modest growth in consumption, but really it's about better quality products. We win because there tends to be more margin opportunity if people value the brand and the product that they're buying more than before.