It's brewed in London, Ontario, as well.
What you're really talking about here are incentives, incenting a different look among consumers so that they think about more healthy options. I know that there are mandate letters that talk about moving in that direction. For example, the Minister of Health's mandate letter talks about encouraging Canadians to eat more healthily. Well, if you're eating, then you can talk about drinking too. I think what you're calling for falls in line within that overall framework.
Could you provide us with any information on the overall health impacts of what you're talking about should the change you're talking about go through?