Sales Channels

With a dedicated sales force providing an unparalleled commercial footprint, we cultivate strong relationships with off-premise (liquor boards, grocery stores and other retail partners) and on-premise (restaurants and bars) customers, and collaborate with them to build their business and ours.

Ungava Gin Arctic bottle

We see shifts in consumer shopping behaviours, presenting new opportunities to partner with our largest off-premise customers on their omnichannel strategies.

We conduct direct-to-consumer e-commerce – primarily for distillery exclusives and limited editions – through our production sites, which enables us to deepen our relationships with brand advocates. While sales have traditionally been through onsite retail stores and a wine club, online sales and home delivery took off during the pandemic and have become a focus for future growth.

See Digital Transformation

As we look ahead, we see shifts in consumer shopping behaviours – driven by digital innovation and accelerated during the pandemic – presenting new opportunities to partner with our largest off-premise customers on their omnichannel strategies.

In the on-premise channel, alcohol take-out and delivery (TOD) is forecasted to continue growing and become an expected offering of bars and restaurants, even as they reopen post-pandemic. Leaders in this area are actively building awareness of, and amplifying, their offerings through social media, TOD platforms and menu placements, and we intend to support them.

2021 highlights

Rolled out 38 different spirit and wine TOD programs in partnership with national and regional key on-premise accounts. Vodka and whisky were the most ordered spirits for TOD and were often included as an offering in both pre-mixed cocktails and do-it-yourself at-home kits.

Jack Astor’s
Browns Socialhouse
Jack Astor’s

2021 highlights

Growth in grocery store sales was driven by the pandemic and the convenience of one-stop shopping for food and alcohol, as well as focused efforts by our sales team.

Implemented a major listing and distribution drive during the second half of the year to deliver our full slate of on-trend innovations to Canadians for the summer season.