Scarlets captain Matthew Rees admits it is time for the welsh region to deliver in the Heineken Cup.
The west Wales outfit were long established as the Welsh flag bearers in Europe but have failed to reach the knockout stages since 2007.
They kick-off their latest quest for European glory on Saturday, November 12, when they welcome Castres Olympique to Parc y Scarlets before facing last year's finalists Northampton Saints and former champions Munster in a daunting group.
But the Wales hooker has urged his side to rise to the challenge in Pool One and reassert themselves as a major force in club rugby's biggest stage.
"If you want to challenge for the Heineken Cup, you want to come through a tough pool to ensure you are ready for the quarters and so on," said Rees.
"We haven't had an easy group for a very long time, there aren't easy pools these days, so we are used to it and are looking forward to the challenge.
"I'm confident we can do a job. We have plenty of experience and that will certainly be needed against Castres, Munster and Northampton.
"But we have a squad that can do something and it's important that we deliver. For too many seasons we haven't made that final grade.
"We have plenty of strength in depth and players that can express themselves in big games - that's what it takes in the Heineken Cup."
Rees returned from the neck injury that ruled him out of the World Cup last week. He admitted it was a relief to get through the encounter with Ulster unscathed and is now looking forward to the return of several Wales' World Cup stars in this weekend's PRO12 Welsh derby with the Ospreys.
"It was a great to get some game time under my belt against Ulster on the weekend and we have a massive three months ahead of us. We have a local derby on Saturday leading into the Heineken Cup," added Rees.
"As far as I'm concerned we have the best backline in Europe. We have plenty of strength in depth there and the challenge is for the pack of forwards to provide a platform.
"But it's all about doing the job on the day and, as much as we talk about it, we have to do it. We're keen for success and if there's a season to do it it's now."
As part of the build-up to next month's Cardiff 2014 Heineken Cup and Amlin Challenge Cup finals weekend, ERC has joined forces with the WRU, Cardiff Blues and adidas to develop an annual grassroots community rugby programme targeting young players.
The Ulster Rugby full back, Jared Payne (No 15), has been suspended for two (2) weeks following an independent Disciplinary Hearing in Dublin arising from the Heineken Cup quarter-final match against Saracens at Ravenhill Stadium on Saturday, 5 April.