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Wine is a perfect example. Go to any wine store, you have the vintage section and the standard section; each divided by ‘region’. Within the region are all the various ‘brands’. The consumer looks at the various aspects of the winery, the grapes, the climate, the history etc. Once scale is reached and supply exceeds demand, it will largely be brands with the best product and price that stick around. There will be major cracks showing by the start of 2020 for weak brands, and clear brand leaders that will be known and recognized on a global scale, especially Canadian ones as legalization provided awareness.
The best selling wines are heavily region based, and further differentiated by the brands within that region. Canada will increasingly become one if the dominant regions and those LPs within the region with the best product and price point will prevail. The plant is more complicated than you may think, producing the best product won’t be easily replicable.