Western Canadian Liquor Agency

Interested in starting your own entrepreneurial journey in a beverage but unsure what to expect? Then read up on our interview with Robert Chalifoux, Co-Founder & CEO of Drinks Inc Canada, located in Sherwood Park, AB, Canada.

What's your business, and who are your customers?

We are a liquor agency servicing western Canada; our customers are the various liquor boards of Canada as well as the private retailers of beverage alcohol in the provinces that do not have a monopoly in the retail markets. Basically, we work with Liquor producers from around the world and help them navigate the rules and regulations of the provincial liquor boards so they can expand and enter the Canadian market and reach millions of potential new customers. We have sales teams that place their brands in retail liquor stores, bars, nightclubs, restaurants, and anyone with a liquor license to sell retail. We help producers with marketing, sales, events, and brand recognition. We build new brands from the ground up.

Tell us about yourself

I am a second-generation agent, so it is in my blood. My father has owned his own agency since I was a child and my aunt and uncle have as well. It is a family business, my father sold his agency (River Valley Beverage Group) a few years ago and is now our CFO, and we still collaborate with Rhinegold Agencies which is my aunt and uncle's agency. I am motivated by a will to excel and exceed; I was a professional athlete, so I am very competitive even with myself, so I just want to do my best every single day, I also want to beat everyone else, and I do that by growing the business every single year over the last 7 years. Moving forward keeps me motivated, and I am passionate about distilled spirits.

What's your biggest accomplishment as a business owner?

We are still a fairly young company, so I am sure our accomplishments will change but gaining the confidence of our brand owners stands out in my mind. We have the privilege of representing Khor vodka for western Canada, which is Ukraine's number 1 selling vodka and the second-best-selling vodka in the world. Khor vodka putting their trust in us makes me proud. Other producers have put their trust in us, and when I see articles for whiskey brands like Milam and Greene in Forbes Magazine that says Milam and Greene are in 12 states and Alberta, Canada, that makes me proud to know they put their trust in me to build their brand when everyone is beating down their door to represent their brand in the United States and around the globe. They said yes to us when they said no to a lot of others. They are still a small producer, so the fact that it is in Alberta, Canada, is a big deal. Buzzards Roost Whiskey from Kentucky is another one that stands out and makes me proud. I see articles on the internet that say available in these states... and Alberta, Canada. Those are accomplishments I am proud of.

What's one of the hardest things that comes with being a business owner?

Sacrifice, everyone thinks that you are rich and that you were an overnight success. People don't realize the boss didn't pay themselves for the first 3 years they were in business and then got paid less than everyone else for a long time. We are just starting to get recognized now, and we are heading into year 8 of business. It's a lot of hard work, and if you have to work 24-7, you do. You sacrifice your time for sure; luckily for me, I love my job!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Make sure you know what you are getting into, do your research, and write a business plan.
Stay focused, stick to your business plan and when you grow enough, rewrite it so you can keep growing.
Like the old adage says: If you love what you do, you will never work a day in your life. That being said, just because you love something doesn't mean you will be good at it; if you want to succeed, see #1 and #2.

Where can people find you and your business?

Website: https://drinksinc.ca/
Facebook: https://www.facebook.com/Drinksinc.ca/
Instagram: https://www.instagram.com/drinksinc.ca/
LinkedIn: https://bit.ly/3YUyDtN

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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