In two words: liquor boards. When you have a monopoly system, the fear is that if you open up that door just a little bit, it's going to blow open and there's going to be a reduction and a displacement of sales, a reduction in revenue, and it will be more difficult for liquor boards to meet the dividend demands of their governments of the day. They're advising their political masters that it would be difficult for wineries if direct consumer delivery opened; they'd have more competition. I would argue that we have a lot of great wines in this country coming in from foreign nations. We're doing very well competing with them. But that really is the major obstacle, the liquor boards and their ability to convince their political masters that this is something that the government should not do. Extend that to beer and spirits, and then there's greater loss in revenue.
As we look at it, if that wine is currently not available for sale in the liquor board—and as you can see from the market share that we have, most of our wines are not available in most liquor boards—give Canadian consumers a chance to try them. The consumers we're seeking are the ones buying wines from around the world anyway. They are going to increase consumption at their liquor boards; they're not going to stop going there. Liquor boards are going to get research, full knowledge, as to the types of wines that are coming into their jurisdictions from different wine producing provinces, and with that, they can reduce their risk in terms of their listings. No liquor board wants to list a Canadian wine, or any wine, that's going to sit on a shelf and collect dust. This provides them with the information they need to make the right decisions for wines that are going to sell fast.
We believe it's going to support liquor boards, but the difficulty we have is that most liquor boards don't want to give this the opportunity because there's a risk of loss of revenue, which we believe would be minimal. There would be growth, but it would be minimal.