I have one final point, and it relates to earlier comments. When I mentioned close to 300 new wineries and over $1 billion invested over the past decade, most of these wineries don't have the volume that's required to enter the liquor board system. Most of these wineries don't have the distribution to leave the province that they currently operate in, and most of these wineries at the front end don't have the ability to sell their wines to a liquor board and pay that markup and lose the margin on those sales. So direct-to-consumer delivery really is an impetus to incubate these small wineries, allow them to grow, and be able to access the liquor board system with products that the liquor boards would be proud to sell.
On February 24th, 2015. See this statement in context.