Founded in 1969, the A3 Québec promotes the interests of its members and their suppliers. A3 Québec serves as a liaison between agencies and the SAQ, the Government of Québec, industry associations, the media, public interest groups and others, while promoting wines, beers and spirits throughout Québec.

 

Through its members, A3 Québec represents producers of wine, beer and spirits from around the world in their dealings with the Société des alcools du Québec (SAQ) and helps market their products in Québec. Most of the products sold at the SAQ are represented by A3 Québec member agencies.

 

During its events, A3 Québec invites professional restaurateurs, hoteliers, sommeliers, columnists, as well as the public, to sample gourmet delights and learn more about the world of wines, beers and spirits. The Grande Dégustation de Montréal, which is the largest annual wine industry gathering in Eastern Canada, is one A3 Québec’s most important events.

 

Before AQAVBS, the association has modernized its image and changed its name in 2018. Click here to read the press release.

 

BOARD OF DIRECTORS 2020-2021


Roch Bissonnette | PRESIDENT
Pursuing an entrepreneurial career for more than 25 years, Roch turned to the wines and spirits industry by acquiring the agencies Les Vins La Rochelle and Les Vins du Trianon in 2013, which quickly merged to become Sélections Oeno. In only 5 years, Roch has established himself as an important player in our industry, which has won the trust of the board of directors, members of A3 Quebec and the SAQ. With his keen sense of ethics and a deep understanding of industry issues, Roch uses his skills as president of the association. Roch Bissonnette has been on the board of directors since 2015 and was appointed president in 2018.

 
Christine Fréchette | VICE-PRESIDENT STRATEGY
Christine is president of the family agency Fréchette, Vins d'exceptions, in which she has worked for nearly 20 years. Her experience in the wine and spirits industry and her public relations skills make her the ideal candidate for the title of Vice President Strategy on the Board of Directors of A3 Quebec. Christine has a global vision, a sense of neutrality and a great dynamism. Christine Fréchette was elected to the A3 Québec Board of Directors in 2017 as a director and has been Vice-President Strategy since 2018.
 
Michel Veilleux | VICE-PRESIDENT OPERATIONS
As Vice-President of the Charton Hobbs agency for 17 years, working in the industry for over 37 years, and Vice-President of the Board of Directors of A3 Quebec since 2012, Michel has extensive experience. Recognized for his accessibility and his positivism, Michel is also an excellent negotiator and knows how to be frank. He combines great expertise in sales, in relations with suppliers and in negotiations with the SAQ. Michel Veilleux has been Vice-President of A3 Québec since his very first election in 2012.
 
Julie Fortin | SECRETARY-TREASURER
Working for almost 20 years in the family agency, Julie became the owner of Import Épicurienne 10 years ago. Her 360 ° vision of the agent's role allows him to approach the various issues with great discernment. Her skills in finance and accounting make her the ideal person as secretary-treasurer of the A3 Quebec board of directors. Julie has been on the A3 Quebec Board of Directors as Secretary-Treasurer since 2009.
 
Etienne Bezard | ADMINISTRATOR
Etienne has been working for more than 10 years at Noble Sélection (formerly Trialto) where he is now a partner and director of operations. The youngest on the board of directors, Etienne brings to the association the benefit of his marketing experience, his knowledge of the international market and the workings of the SAQ. Etienne is appreciated for his dynamism and his good ideas which bring a breath of fresh air to the board of directors. Elected to the A3 Québec board of directors in 2017, Étienne is also on the board of directors of Éduc’alcool to represent the agency sector.
 
Dominique-Ann Coffin | ADMINISTRATOR
Having recently sold the family agency LCC Vins & Spiritueux / Clos des vignes to PMA Canada, Dominique-Ann has been working in the wine and spirits industry for nearly 30 years. She combines a vast experience of the market and the workings of the board of directors, which she chaired, very young, from 1999 to 2004 and in 2017-2018, and co-chaired from 2011 to 2017. Her dynamism and meaning diplomacy make Dominique-Ann a business woman who is both very active and very wise.
 
Eric Deguire | ADMINISTRATOR
Newly elected to the A3 Quebec Board of Directors, Eric has been working in our industry for almost 20 years where he began his career at Constellation Brands to quickly move up the ranks and was the director of various agencies in several Canadian markets. He is currently Vice President of Sales & Marketing and Business Partner for the LBV International agency. Eric has extensive market experience, great diplomacy and a contagious passion for his profession.
 
Daniel Lavergne | ADMINISTRATOR
After more than 15 years of experience as Regional Manager for Treasury Wine Estates, Daniel is now a partner and CEO at La Céleste Levure. His expertise in Quebec and the Atlantic provinces as a supplier, and now within a family promotional agency, give him a global vision of our industry.


Francis Martin | ADMINISTRATOR
Newly elected to the A3 Quebec Board of Directors, Francis has been working in the wine and spirits industry for 10 years. An accountant by training, he heads the Sélection Le Maître de Chai family agency. With great wisdom and a keen sense of negotiation, Francis inspires the confidence of all industry stakeholders.
 
 
Alain Bolduc | INVITED MEMBER
After having held the position of Vice-President, Communications and Public Affairs at the Société des alcools du Québec from 2005 to 2010, Alain is now a representative for Spirits Canada. As a guest at A3 Québec Board of Directors meetings, Alain represents the interests of Spirits Canada and brings his experience in government affairs.



PERMANENT TEAM

Catherine Lessard | GENERAL MANAGER
Holding additional training in management as well as arts, combined with 15 years of experience at A3 Québec allows Catherine to make the association shine. She objectively stands up for the concerns of the members of A3 Québec and ensures the lasting quality of the association as well as La Grande Dégustation de Montréal. Because of her attentive listening skills and her good relationships in the industry, she has a holistic view of the association's objectives.