I think it's important for our industry to support the growth of this 100% market, as Debbie noted. She quoted some economic impact numbers—that $39 a bottle. The economic impact study also said that number was for blended and 100% wines combined. For 100% wines, the number goes to $89 a bottle versus $39, which is the average.
I think if we're going to invest our time and effort, it would be to grow that category. But in the meantime—and I cannot stress this enough—if we're going to use the word “Canada”, there should be some substantial content in there. If you get the privilege of putting those wines in special sections in every liquor board across this country, let's put some actual content in those wines.