—and looking at domestic marketing programs to be able to do that.
I'm assuming—correct me if I'm wrong—that as an alliance you're working with a lot of the wineries you indicated in your presentation. Are you also then of course affiliated with the Canadian Vintners? Are you working with vintners across the whole country with regard to trying to do two things there, to expand that percentage and to deal with plans to do that?
You're talking here about an agri-marketing program, but are there other programs that you could use locally? I'm assuming that this isn't all regulatory. Some of it may be cost, and some of it may be quality.
I think we have raised the quality of Canadian wines tremendously over the last few decades. Your industry has matured tremendously, and we have really good products, and that goes along with pricing them. Can you also indicate to me what are the easiest or quickest mechanisms you've used to expand that market and what you're looking at? If you're looking at 50-50 or going 70-30 the other way, I think we have the quality to do it.