Segmentation. On terroir. I do not think this will succeeds. Even if it can to some extent, we will need a lot of time. Quality and performance. Canadians need to expand the territory as to go beyond Ice-wine. In the long run, if varietals are what we are to work on for the time being, we have to be better with the other New World countries. The production has got to be big enough to drive the benefits of economy of scale. Stylistics is not the only thing we are after by now.
My gut feeling with some Canadians who may feel ‘fortunately’ enough (especially the big ones) to have prestigious Chinese clients, are simply quite content now. Yes, in the air, a bit triumphant isn’t it. Remember Northern Telecom.