As I said in my opening statement, a market has developed over the past 16 years, and it's a market for beverages in cans. Ms. St‑Georges is presenting the cans we've marketed. This market is very much like the beer market. In consumers' minds, the product is compared with beer. However, it must be understood that our profit margins are much thinner. Since cider is made from fruit, unlike beer, which is made from grain and water, it's more costly for our producers. It's also more strictly regulated. In many provinces, we're forced to produce our own fruit, which adds to the pressure. In addition, taxes are already lower on beer. Consequently, it will be very difficult for us to raise prices as a result of the new excise tax.
As the representative of Wine Growers Canada said, this will cause major problems for entry-level products. Prices may have to be raised on high-end products, which occupy specialized market niches. However, most Canadian producers make entry-level products, and the excise tax will clearly create pressure. Since we won't necessarily be able to raise prices, producers will have to cut their profit margins. That's precisely why we anticipate job losses and potential bankruptcies.