Every wine-producing country in the world has their eyes on the Canadian marketplace, and their governments are providing them millions of dollars, tens of millions of dollars, to support their wines in this country. Here's an example of Chile, an example of New Zealand, the types of activities that they're doing in this country. They're having white tablecloth tastings across the country. They're influencing liquor boards. New Zealand wines have grown 97% in the past five years in terms of sales volume.
What we're looking for is to partner with the federal government through the agrimarketing program to take some of that money that was previously dedicated only towards export development and is now allowable for domestic promotion to help us at a fifty-fifty cost-shared basis, whatever the breakdown is, to support domestic market promotion across this country.
What we've put into our pre-budget recommendation is $35 million over five years, reviewable at the end of five years so that we can put our money where our mouth is and show that we've been successful and achieved the 11% growth that we have identified to be able to take some of that market share back to Canada. We were at 50% market share prior to the free trade agreement. As you mentioned, our quality is better. We're a much stronger business now than we used to be, but our market share has dropped due to the growth of imports. We have to capture some of that back. Domestic market promotion and direct-to consumer delivery will help us to that.