The Musketeers conquers Canada with Troubadour beers
The Belgian brewery The Musketeers signed today two important trade contracts in Canada.
From now on, the "Troubadour" specialty beers are distributed exclusively throughout Canada through the close-knit network of SAQ stores (Société des alcools du Québec) and the LCBO stores (Liquor Control Board of Ontario). Canada as a new market fits in with the growth strategy of the Belgian brewery.
The Musketeers is on the rise. The brewery has grown strongly in recent years and is currently building a new brewery in order to meet the rising demand from home and abroad. The demand for Belgian specialty beers in Canada is also on the rise, but the supply there is rather limited today. This is because the Canadian alcohol market is one of the most strictly regulated markets in the world.
Exporting to Canada is not obvious. “There are strict alcohol laws in Canada. You can only drink there from the age of 18 and you are not allowed to enter a bar until then. In most provinces you can only buy alcoholic beverages in the so-called liquor stores. They are strictly controlled by the government. It goes without saying that in such a country it is not obvious to get a foothold as a foreign brewery, "says a proud Stefaan Soetemans of The Musketeers.
You can currently find The Musketeers beers in the better hospitality businesses and liquor stores in 15 countries worldwide. The Musketeers Brewery chooses to focus on the Canadian beer lover in 2018. With the conclusion of these important contracts, Canada becomes the sixteenth country where the beers can be drunk. The new trade contracts guarantee an exponential growth of the brewery's foreign strategy.
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