Right now in North America and in many parts of the world, consumers are extremely interested in and excited by rye whisky. We have a plant in Calgary that sources its grain entirely in Canada, makes tremendous rye whiskies, and it's winning awards all over the place. They have produced some tremendous new brands in the last several years. One of them is called Alberta Premium Dark Horse.
Normally what happens when you have a huge success is that one or two or three years later you start working on the next one. Guess what? That next one isn't in the pipeline because moving that Alberta Premium Dark Horse into British Columbia or into some of the other provinces is very difficult, so the company that owns that brand just won't make the investment to bring in another one of those innovative products.
That's an example of that investment.
We're a global business. That investment then goes to that firm's bourbon business in the United States or that firm's Scotch brand in Scotland or Ireland or wherever they may have similar whisky production around the world. It doesn't come to Canada because we're not able to exploit that to the extent that it would attract that additional investment.