There's no question. All of our purchases of our inputs, particularly grains, are up fairly significantly.
There's no question that in 2008, 2009, 2010, the industry flattened out. We're an export business and our big markets tended to be some of those countries that were the absolutely hardest hit in 2008, the United States and Japan with the tsunami. That set us back.
The opportunity we're now seeing is that there is a significant shift that's taking place from white spirits, which have enjoyed 30 years, 35 years, of pretty robust growth, to a real interest in dark spirits, where whisky comes in.
There's no question. I would say that up until this point what has really happened is the business has been very stabilized, and there have some encouraging signals, but again you've got to go out and spend money to expose the new consumers to your products. That's a challenge for the industry with the margins we have in Canada.