I don't want to get on distribution yet, I want to stay on branding and labelling.
You raised the issue of whether this should be regulated more like tobacco, or alcohol, or maybe neither. Some have advised me that they think cannabis should be regulated in terms of advertising and labelling more like alcohol because tobacco is a uniform substance whereas cannabis, like wine for instance, has different characteristics. The CBD and the THC levels, particularly combined with toluenes make it almost.... There's a panoply of different effects and types and this is important information both for customers to differentiate and to compete with the illicit market.
I am reminded that this legislation says that you can't set out a depiction of a person, character, or animal, whether real or fictional. I'm thinking, you walk into a liquor store and you can have the Wayne Gretzky winery, and I'm thinking of the way people differentiate between wines, which is also a product that you keep away from children. There are a lot of restrictions around what can be said on it, and I'm wondering if that's a more appropriate analogy for us than a plain package of tobacco.