That's great.
With regard to your two questions, let me start with direct to consumer first, because I think that's a very quick question.
We ship to consumers now, and any shipping company that our wineries work with have to see proof of age when they make deliveries to the people named on the waybill. We're licensed to produce and sell alcohol, and it's a risk to our wineries, to their whole business, if they make that sale, so they're very careful. Canada Post and the courier companies we deal with that can make legal shipments to customers are very careful as well. Everyone takes that responsibility very seriously.
Yes, I did touch on labelling, and yes, it's very important to us.
My members are focused on making premium VQA wines: wines of appellation, wines where labelling matters, and wines where we know that the value of being Canadian matters. It is challenging for us when the customer realizes that some bottles labelled Canadian that are in a lot of liquor boards under a giant sign that says “Canada”, contain little to no Canadian content. That hurts our business because then they start to question what's on our labels.
What we've said consistently as the wine council is that we just want to be consistent with where everyone else is in the world. We've said the same thing to the CFIA. If it's a blended wine, make sure it's labelled with the content that's in it so the customer is very clear. We support putting in a minimum content, and if you want to have the privilege of using the word “Canadian”, that's very important to us. I think we're even at odds with the Canadian Vintners Association on that, because it is a point of differentiation with us and our strength of purpose on that issue.