By Hector Saulnier |
hector@bevproconsulting.com
If
you are considering selling beverage alcohol products in Canada ($20.5 Billion)
market for the first time what do you need to know. Well to tell the truth “alot”. First it is
not one Canadian market it is a number of sub- markets all similar but very
different. Each Jurisdiction has pricing, technical, administrative, and
commercial rules that take time and effort to understand.

Today,
each province/territory has established a Liquor agency that oversees the
distribution and sale of beer, coolers, cider, wine and spirits. Each jurisdiction the agency provides the service
(rules) that meets both their social and financial objectives.
In
Quebec, you can buy beer and wine (bottled in Quebec) in corner stores and
grocery stores, whereas in Ontario most beer is sold at “the Beer Store” and
the Liquor Control Board of Ontario.
Alberta, offers a private retailer market, British Columbia is a mixed
market, and New Brunswick, P.E.I., Nova Scotia are government-only markets –
sort of with agency stores working in their retail networks.
Today
in each jurisdiction the beverage alcohol channels are different but have
evolved as sizable beverage alcohol retailers (like Total Wine or More, Bevmo, ABC,
etc) running the businesses on performance metrics focused on Customers.
Consumers
have become increasingly savvy and Canadian beverage alcohol retailers have
become increasely aware that they need to become increasingly knowledgeable
about how to understand their customers and how best to engage with them.
Like
all retailers, Liquor retailers compete for a share of the customer’s disposable
income. As a result, any change in
disposable income has a direct impact on sales performance. In today’s environment, it is more important
than ever to understand the customer and find ways to add value.
As
a supplier/agent looking to bring your product into Canadian markets it is
critical to understand the liquor retailer’s goals. Learn who they are, what they need and how
you can help – question is who are they?
-The Liquor retailer? Or the Liquor Retailers customer? What do you know about them? How will you
learn? How long will it take you? Do you need a guide?
Now
here is the sales pitch – this is the BevPro difference we are not a sales
agency – we once were “them” the liquor retailer buyer and marketer. As beverage alcohol buyers and marketers that
worked for Liquor boards across the country we have a unique understanding of
the customers in each market and the goals of the liquor retailers in those
markets.
We can
guide you, reducing the learning curve about the customers in each market and
how best to position your products and better find the ones they’re looking for.
We develop a guide navigating the various
laws and regulations surrounding things like listings, promotions, labeling,
and selling beverage alcohol in the specific market. We speak the retailers language, understand
their goals and can help you understand how to add value.
Hope
this is helpful. I know we can be.
Call me at 1 (416) 214-7743 or send me an e-mail at hector@bevproconsulting.com
Call me at 1 (416) 214-7743 or send me an e-mail at hector@bevproconsulting.com
Our
Experience is your Advantage.
No comments:
Post a Comment