It's very good. It's very high end. It leads Canada and probably North America in focusing consumers.
We can't lose sight of the fact that Canada is an exporting country. At the end of the day, we're an exporting country. We don't have a big enough population to sustain the lifestyle we have if we don't export.
The corollary to that is that Canadians are very outward looking. They like to buy products from all over the world. They like that. So competition is where we meet. When we go to other countries to sell our whisky, there is no program for us. We don't have the kinds of things that Scotch whiskey has.
Those are just things which, in part, have to do with the size of our country and what we are. To expect that Canadians will simply support Canadian products because they're Canadian is unrealistic. They will support Canadian products if they meet the quality standards, and generally they do. We have 62% of the spirits market in Canada, but you have to earn that by producing really high-quality goods, and they have to be competitively priced. Dan alluded to margins. You have to be prepared to roll up your sleeves and work hard to get your products in front of consumers.
It's not easy. It's why we're in business. The successful guys make it and the less successful guys don't. There has to be a recognition that Canadians are going to be very aggressive in seeking out what they think are the best products and the best values. We have to be careful that government doesn't play an unwarranted role in trying to steer them, because I think that doesn't work.