We developed a strategy through our national organization, the Canadian Vintners Association, in order to put together a vision, if you like, of how we would position ourselves in the marketplace and to also use that as a baseline for making a proposal to the federal government for a future campaign.
Core to that strategy is that we believe—and our research shows—that Canadians do want to buy Canadian and local products. That's a fundamental truth, and it comes out in the research. The problems you have are making them aware of how and where they can get it and building up their experience with the product. As I said earlier, there is no substitute for someone actually tasting the bottle of wine themselves and then deciding, “You know what? I really like that.” If you like that one, then let's try another two, three, or four different types, different varieties or whatever, and then you're starting to convert people.
But if people simply buy by habit what they've always bought over their entire lifetimes, or what their parents bought or whatever, then frankly you're not going to increase market share. You have to be able to provide those new opportunities at something like Taste Canada in order to start getting people to think about how they can get exposure to Canadian wine and how it pairs with food and culinary.... Then people start, but you have to get them to have that personal experience.