That's really good question. I have been around in Ontario drinking beer for a long time, so I know this system real well.
I think this is the best way to answer your question. Look at the way beer was marketed in Ontario through the Beer Store. The Beer Store is owned by the brewers. Basically, they went into that business in 1925 because of prohibition. I wasn't around then. They were forced into it. It was all about distribution and recovery.
The Beer Store was set up so you go to the Beer Store, buy your beer, take it home, put the box in the corner, put the bottles back in there and then you take the box back. That's the way it was in Ontario, with standard bottles, a standard 24 pack and standard cans—standard everything.
But guess what's happening? Laws are changing. The brewers are not changing; the laws are changing. The first thing they did in Ontario was that the Liberal government said that they're going to start to sell those products into the LCBO, but it can only sell this amount. That disrupts the distribution and recovery system. You still pay a deposit on that bottle, but if you buy a six-pack in the liquor store, you're probably not going to take it back to the Beer Store, and that's what happens. It ends up in the garbage or in the waste stream and it could contaminate the blue box.
Now another law is coming in from the Ontario government. The other guys—the Conservatives—are now going to start selling it in convenient stores. The greatest model in the world—the Beer Store, which has been around forever—is going to be disrupted dramatically because of regulation.
I'll leave that with you as a cautionary tale. It's true. Those recovery rates are so huge and the reason it's being disrupted is that all of the other beers are now coming in from all over the world. Guess what? They come in different formats. They come in different glass bottles. They come in different closures. There's no standard beer bottle anymore. There's no standard beer case of 24 or 12 or six. It's all changing. You just can't control it.