The priority market for the Canadian wine industry is China; it would be our largest export market. We see great opportunities there not only for icewine but for our other wine products as well.
Beyond that we focus, unlike some major wine-producing countries that focus on an entire country, on large cities—New York City or London, England—really driving hard into specific markets to grow our sales.
As I said, we're not a big exporter. We're exporting around two million litres of our quality wines every year. Only about 50 wineries are export-ready right now, of the 700. The big guys are out there and the little guys are trying to enter into that marketplace, but it's a niche market for us. We just don't have the supply to get into it in a big way at this point in time.