There's one other point I would mention, because we are competing with the rest of the world. I'll use the European Union as an example. They have a budget of over a billion dollars to market their wines around the world. Canada has a target on it—specifically Ontario—as one of the best markets to sell wine to.
When we look at our industry and what we're spending to market our wine, in comparison to what the big foreign companies are spending in coming in from France, from Italy, and from the European Union as one of the largest areas, it's a real challenge for us to compete from a domestic wine standpoint.