First, the minimum of 25% is something we can achieve now based on our grape supply. In 2008 we had 8,000 tonnes of grapes dropped on the ground and not purchased. At that point, we had 30% in the bottle. It has actually decreased to 25%. So we can more than achieve the expectations of the industry.
I think the bigger question for us is whether we want to be 100% Canadian. I think this should be a concern for consumers. If we can't get clarity on the term “Canadian”, there's no trust. If you put “Canadian” on the bottle and it only represents 10% of what's in the bottle, there's not a lot of trust from consumers about what else is in that bottle. We think that a minimum of 25%, as the grape and wine industry here today is saying, is an important component to build a strong trust in the industry, generally, around in the term “Canadian”.
We know consumers are anxious to see labelling changes so they better understand what is in the bottle. Currently, there is no country of origin listed on the label. That is a concern. We think that the 25% gives us a minimum content and then we can increase from there.