Every company would do different things with it.
Some companies would use it to create new export markets. We are on the cusp of going into Colombia. Canada has signed a free trade agreement with Colombia. We have products that are just about to go into Colombia. That's a secret, so don't let that get out anywhere until it's announced. It takes a lot of money to go into those markets. Some would put it into refurbishing their facilities here so that we're completely competitive. We need to make environmental improvements.
Innovation and new products are really critical to interest the consumer. We now have flavoured whiskies, such as the Crown Royal Maple, or the one made in Lethbridge, Black Velvet Toasted Caramel. They're not maybe going to appeal to traditional whisky drinkers, but it's important to open up the category to new consumers who may not have been whisky drinkers.
Every company will have a strategy for how they deploy those dollars to drive the business forward. Every one of them is a critical piece, but the idea is that you can generate a lot more sales and a lot more growth, and we've seen that. We're buying more grain than we've ever bought, and in the last couple of years at pretty good prices, too.