Through our proactive and transparent approach, we promote and defend the interests of representative agencies of alcoholic beverage producers by exerting influence on stakeholders and raising their awareness of commercial issues having repercussions on the Quebec market.



Leadership: we use our collective experience and our know-how to influence with courage and determination.
Fairness: we represent the interests of our members with impartiality and inclusiveness.
Integrity: we are honest and transparent.
Collaboration: sharing and communication are at the heart of our interactions with our members.
Passion: we act with conviction and enthusiasm.




Catherine Lessard | EXECUTIVE DIRECTOR
Her complementary training in management and the arts, combined with nearly 20 years of experience at A3 Quebec, allow her to make the association shine. She objectively defends the issues of A3 Quebec members and ensures the sustainability of A3 Quebec / La Grande Dégustation de Montréal. Her ability to listen and her good relations in the industry allow her to have a global vision of the issues. Catherine is also involved in the board of directors of Éduc'alcool to represent the agency sector.


Lyne has over 15 years of experience in the wine and spirits industry. Her strong interpersonal skills, ability to listen, and find solutions combined with her knowledge of the workings of the SAQ and the day-to-day working of an agent allow her to serve the members of A3 Québec. Her many contacts, great experience, rigor, and versatility are an asset for the A3 Quebec team.



Roch Bissonnette - Sélections Oeno | PRESIDENT
Pursuing an entrepreneurial career for more than 25 years, Roch turned to the wine and spirits industry by acquiring an agency in 2013. Very quickly, Roch asserted himself as an important player in our industry. and won the trust of the board of directors, members of A3 Québec, and the SAQ. With his keen sense of ethics, Roch uses his skills as president of the association. Roch Bissonnette has served on the board of directors since 2015 and was appointed president in 2018.


Christine Fréchette - Fréchette Vins d'exception | VICE-PRESIDENT
Christine is president of the family agency Fréchette, Vins d'exception, in which she has worked for more than 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 on the Board of Directors of A3 Quebec. Christine has a global vision, a sense of neutrality, and great dynamism. Christine Fréchette was elected to the A3 Quebec Board of Directors in 2017 as a director and has been Vice-President since 2018.


Etienne Bezard - Noble Sélection | VICE-PRESIDENT
Etienne has been a member of the A3 Québec board of directors since 2017. He has worked for more than 10 years at Noble Sélection (formerly Trialto) where he is now a partner and director of operations. Etienne brings to the association 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. He is also a member of the professional ethics committee of A3 Quebec.


Francis Martin - Le Maitre de Chai | SECRETARY-TREASURER
Elected in 2020 to the A3 Québec board of directors, Francis has worked in the wine and spirits industry for more than 10 years. Coming from the world of finance and passionate about wine, he is at the head of the family agency Le Maître de Chai. With great wisdom and a keen sense of negotiation, Francis inspires the confidence of all industry stakeholders. He was appointed secretary-treasurer at A3 Québec in 2021.


Dominique-Ann Coffin - PMA Canada | DIRECTOR
Having 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 sense of diplomacy make Dominique-Ann a very active and wise businesswoman.


Eric Deguire - LBV International + Agence Trinque | ADMINISTRATOR
Elected to the A3 Quebec Board of Directors in 2020, Eric has been working in our industry for nearly 20 years, where he began his career at Constellation Brands to quickly move up the ranks. He has been in charge of various agencies in several Canadian markets. He is currently Vice President of Sales & Marketing and Business Partner for the LBV International agency and founding president of Agence Trinque. Eric has extensive market experience, great diplomacy, and an infectious passion for his profession.


Daniel Lavergne - La Céleste Vin et Spiritueux  | ADMINISTRATOR
After more than 15 years of experience as a regional manager for Treasury Wine Estates, Daniel is now a partner and CEO at La Céleste Vin. His expertise in Quebec and the Atlantic provinces as a supplier, and now within a family promotional agency, gives him a global vision of our industry. His vision, focused on marketing strategy, brings a lot of innovation to all A3 Quebec files.


Anne-Pierre Poirier - Mosaiq Wines & Spirits | ADMINISTRATOR
Newly elected to the A3 Quebec Board of Directors, Anne-Pierre is an accountant by training. She has been working in the wine and spirits industry since 2016 and has worked in various agencies, her 360 vision of the role of the agent allows her to approach the various files with a lot of discernment. Thanks to her dynamism and her openness, she represents the next generation within A3 Quebec. She was also appointed member of the Professional Ethics Committee of A3 Quebec.


Michel Veilleux - Charton Hobbs | ADMINISTRATOR
A man of experience, as Vice-President of the Charton Hobbs agency for nearly 20 years, working in the industry for nearly 40 years, Michel has been a member of the A3 Québec board of directors since 2012. 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, relations with suppliers, and negotiations with the SAQ. Michel Veilleux was Vice-President of A3 Québec from 2012 to 2021.


Alain Bolduc - Spirits Canada  | INVITED MEMBER
After holding 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 an invited member of A3 Quebec's board of directors meetings, Alain represents the interests of Spirits Canada and brings his experience in government affairs.