Andrew Peller Ltd., Canada’s largest premium wine producer, has partnered with Advantage Solutions for its retail workforce as it enters the convenience and gas retail segment in Ontario, following new regulations in Canada that permit all licensed convenience stores in Canada’s most populated province to sell beer, cider, wine and ready-to-drink alcoholic beverages.
The government’s phased expansion of alcohol beverage sales, which began earlier this year, is giving customers across Ontario more choice and convenience, while also supporting businesses and helping to promote Ontario-made beverage producers, proponents say. Eventually, Ontario’s new, more open marketplace will introduce up to an estimated 8,500 new stores where these products can be sold.
Facing a need to enhance its market reach and sales capabilities in the convenience store space, Peller turned to Advantage for sales and marketing services and its “deep expertise in managing retail channels, brokers and field sales across various categories,” according to Ramit Bordia, senior vice president, commercial, at Peller.
A Peller wine display goes up at the Quickie Mart convenience store in Exeter, Ontario. Pictured are Advantage Solutions Retail Area Manager Mallorie Stacey and store manager Jazz.
“By leveraging Advantage’s strong relationships and resources in retail, particularly with convenience and gas, Peller can better manage its product portfolio and optimize distribution strategies,” Bordia says.
Based in Grimsby, Ontario, Peller offers a robust portfolio of wine brands that includes Peller Estates, Trius and Wayne Gretzky in addition to producing, marketing and selling other adult beverages including spirits, craft beer, ciders and seltzers.
By the end of October, every eligible convenience, grocery and big-box store in Ontario will be able to sell beer, cider, wine and ready-to-drink alcoholic beverages if they choose to do so.
Advantage will act as a key partner in helping Peller expand its footprint in convenience and gas channels, optimizing its go-to-market strategies, and ensuring that Peller’s products are visible, well-placed and supported with strong marketing efforts across all retail touchpoints.
“With the government announcement to allow gas and convenience locations in Ontario to now sell alcohol beverages, Advantage wanted to expand our retail services to meet the needs that suppliers would have in this new channel,” says Ashleigh Millar, senior vice president, Advantage Canada. “As the leading experts in food and non-food items in Canada, we knew alcohol beverage clients could benefit from our expertise as they expand within these new channels for them.”
The new regulation unlocks a massive growth opportunity for alcohol brands and marketing agencies, with Advantage well-positioned to capitalize on the newly available retail space. By extending its field sales and marketing capabilities into c-stores and gas stations, Advantage can drive significant sales growth for clients like Andrew Peller.
“Advantage already excels in managing large-scale retail operations, and this new regulation introduces an entirely new channel for them to leverage,” says Peller’s Bordia. “As the regulation reshapes consumer behavior, Advantage can play a key role in crafting targeted campaigns that focus on impulse buys, seasonal promotions, and convenience-driven purchasing habits, boosting brand visibility.”
While the regulation opens new doors for alcohol brands, it also intensifies competition, Bordia notes. Alcohol brands will need to fight for shelf space alongside other beverages, driving a need for aggressive merchandising and strategic promotions, which are strengths of Advantage Solutions.
