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FROM FARM

TO PINT

Beer Ingredients

How Beer is Made

How Beer is Sold

In Your Pint

Direct Sales

Breweries may sell their beers themselves in some provinces. They hire a sales team to market their products and attract beer lovers to their own bars and taprooms or sell from the breweries themselves. Some add-ons like tours and beer-making classes are some features breweries may include to attract a wider audience.

Distributors

Beer is sold according to local laws in different provinces and territories. Beer is mainly sold in government-owned outlets, a few private outlets and in some rural grocery stores and breweries. It’s also available in bars and restaurants and a few farmer’s markets. Using distributors is the most common way to sell beer locally.

Exporting

Breweries export their beer to foreign markets according to Canadian laws and regulations. A few brands also have breweries in foreign markets. They also must adhere to the foreign countries’ beer laws, such as laws concerning packaging and advertisement.

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Beer In Canada
Policy and Advocacy
Health & Nutrition
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About Us

Félix de la Poterie-Sienicki

Félix de la Poterie-Sienicki

Directeur, Stratégies
et politiques, Québec

Félix détient un baccalauréat en sciences politiques et en développement international de l’Université McGill, ainsi qu’une maîtrise en sécurité internationale de Sciences Po Paris. Avant de rejoindre Bière Canada, il a occupé le poste de chef des affaires publiques et économiques à la Chambre de commerce du Montréal métropolitain, où il a piloté des initiatives à l’intersection des affaires et des politiques publiques. Félix a également acquis une solide expérience fédérale en tant que conseiller en politiques à Affaires mondiales Canada, sur la colline parlementaire, ainsi qu’en tant que stagiaire spécialisé en politique économique et commerciale à l’ambassade du Canada à Washington, D.C.

Profondément attaché à Montréal, Félix aime courir sur le Mont-Royal, découvrir la scène dynamique des restaurants et des bars de la ville avec ses amis, et se plonger dans sa passion pour le cinéma. Parlant couramment le français, l’anglais et le polonais, il s’efforce de maintenir ses compétences en russe, bien que la langue semble avoir d’autres projets pour lui.

Félix de la Poterie-Sienicki

Félix de la Poterie-Sienicki

Director, Strategies
and Policies, Québec

Félix holds a Bachelor of Arts in Political Science and International Development from McGill University and a master’s degree in international security from Sciences Po Paris. Before joining Beer Canada, he served as Head of Public and Economic Affairs at the Chamber of Commerce of Metropolitan Montréal, where he led initiatives at the intersection of business and public policy. Félix has also gained valuable federal experience through roles at Global Affairs Canada as a Policy Advisor, on Parliament Hill, and as an intern specializing in economic and trade policy at the Canadian Embassy in Washington, D.C.

Strongly connected to Montréal, Félix enjoys running up Mont-Royal, exploring the city’s vibrant restaurant and bar scene with friends, and immersing himself in his passion for cinema. Fluent in French, English, and Polish, Félix is determined to keep his Russian skills from getting too rusty—though the language seems to have its own plans.

Saili Chisanga

Economist & Director of Scientific Affairs

Saili Chisanga is Beer Canada’s Economist and Director of Scientific Affairs, leading the strategic direction of building the economic, health, science, and social fact base to demonstrate the contribution and impact of beer and brewing in Canada.

Saili has over a decade of expertise in business intelligence, commercial strategy, and business economics. Prior to joining Beer Canada, Saili helped shape business and product strategies in the Consumer Packaged Goods (CPG), Retail, Beverage and Manufacturing sectors.

He is passionate about the value of integrating macro and social economic insights with industry data analysis to understand the long-term impact of business decisions. He is adept at synthesizing complex data and identifying opportunities using a strategic, market-driven, and quantitative approach.

Saili is based in Mississauga, where he lives with his wife and their three children. Outside of work, Saili loves fitness training, astronomy, soccer, and gardening. He also enjoys trying a variety of beers and seltzers.

Chantalle Butler

President, Molson Coors Canada

As President of Molson Coors Canada, Chantalle oversees the company’s strategy and operations nationwide. She joined Molson Coors in 2019 as vice president of finance and led enterprise fiscal activity in Canada during a time of substantial growth for the business. Prior to her promotion to president, Chantalle’s tenure in finance culminated in Molson Coors growing in all regions of Canada and all segments of the Canadian beer industry.

As a leader, Chantalle is committed to growth, driving a positive and engaging workplace culture, and guiding Molson Coors toward sustained success. A certified CPA, CA, Chantalle graduated from the University of Waterloo with a Bachelor of Mathematics and a Masters in Accountancy. She has also recently received her North American Corporate Directors Directorship Certificate. She has more than two decades of executive experience in consumer-goods, and has held various roles in audit, tax, financial shared services and external financial reporting in companies such as Labatt Brewing Company Limited, George Weston Limited and Weston Foods.

Chantalle currently serves as the Chair of The Beer Store and Chair of the Executive Committee. She is also a member of the Board of Directors for Brewers Distributors Ltd. and Beer Canada.

The mother of two active boys (19 and 16 years old), Chantalle likes to read, run, ride the peloton, go for hikes with her friends and her dog Bower, and most of all spend family time at their “camp” in northern Ontario.

Frederic Landtmeters

Frederic Landtmeters

Board member

Frederic Landtmeters, President & CEO of Molson Coors Canada at Molson Coors Beverage Company, joins Canada’s oldest brewer from his previous role as Managing Director of Molson Coors UK & Ireland, which he held from January 2015.

Frederic has an international consumer packaged goods career spanning 18 years, including 16 years in the drinks business, and is a proven commercial leader with an exceptional track record in building great beer brands. He first became involved in the beer industry when he joined AB InBev in June 2006 as Global Brand Director for Beck’s. He then took over as Marketing Director for Benelux & France in 2008, before his appointment to the role of Chief Marketing Officer, StarBev in 2010, with responsibility for Central Europe and the re-launch of Staropramen as an international brand.

In 2012, Molson Coors’ acquired StarBev and the formation of Molson Coors Europe saw Frederic step in to the expanded role of Chief Commercial Officer, Molson Coors Europe, with accountability for Marketing, Sales, Pricing & Revenue Management and Innovation. Under his leadership, Molson Coors Europe saw brand health growth in all markets and had strong results from the implementation of a rich innovation pipeline. Frederic then transitioned to his role as Managing Director of Molson Coors UK, where he continued to drive innovation and brand performance.

With the Molson family’s rich Canadian history and a world-class brewing heritage, Frederic is excited and honoured to be a part of Molson Coors Beverage Company. Frederic is married to Veronique, and they have two sons; he is a keen follower of sport as well as an avid cyclist. Frederic became Beer Canada’s Chair in October 2021.

Andrew Oland

Andrew Oland

Beer Canada Chair

Andrew Oland is President & CEO of Moosehead Breweries Limited. He is the sixth generation member of his family to lead the Oland brewing business started by his great-great-great grandmother Susannah Oland in 1867.

Mr. Oland received his business degree in 1989 from Old Dominion University in Norfolk Virginia, and his MBA from Harvard Business School in 1997.

He joined Moosehead in 1992 as a foreman in the Company’s bottleshop and has held a number of increasingly senior positions with the company including Sales Manager for Nova Scotia, Sales Director for New Brunswick, Alpine Lager Marketing Director, and President of Moosehead Quebec. He was appointed President on April 1, 2008.

As President & CEO of Moosehead, Mr. Oland has direct responsibility for the performance of the company and its subsidiary operations.

Mr. Oland currently serves as a board member with the Conference Board of Canada, Beer Canada, and Enterprise Saint John. Mr. Oland also serves as a Board Advisor for EPC Industries Limited. He has a wide-range of concerns and interests outside of the brewing industry. Mr. Oland is a passionate believer that immigration is essential to the long-term prosperity of New Brunswick and volunteers his time mentoring new Canadians.

Mr. Oland and his wife Leslie reside in Rothesay, New Brunswick. They have three adult children.

Evan Southern

Vice President,
Government Relations
Western Canada

Evan Southern leads government affairs for Western Canada. Evan joined Beer Canada in 2023, bringing over 15 years of senior government experience, including serving the province as Chief of Staff to the Attorney General and Director of Issues Management to the Premier of British Columbia. Evan lives in Victoria with his wife, Jessica, and son Nash.

Anders Jørgensen

Board member

Anders Rud Jørgensen has over 20 years of experience in the international beer industry with Carlsberg. Before coming to Canada he held several commercial positions, most recently VP for Asia, Oceania & South East Europe from 2012-21. Prior to this role, he worked across Western Europe and Middle East, both out of the Carlsberg Central Office in Denmark and in local markets Belgium and Germany. Anders has a strong track-record establishing and building new businesses, driving growth in mature markets, and leading diverse and multicultural teams.

In January 2022, Anders relocated to become the Managing Director of Carlsberg Canada, acquiring Waterloo Brewing in March 2023 and integrating the two businesses. He is currently on the Board of The Beer Store.

Anders has a Master of Business Administration & Marketing from Copenhagen Business School and studied International Business at Harvard University. He also served with the Danish Armed Forces.

John Sleeman

John Sleeman

Board member

John Sleeman is Founder and Chair of Sleeman Breweries Ltd. At 23 he launched his first business, a British-style pub and after three years he sold this profitable establishment and founded The Imported Beer Company, which successfully grew into a national company. In 1985, he restarted his family’s heritage in the Canadian beer industry with original patent, bottles, labels and recipes. He is the recipient of numerous awards, including Outstanding Business Achievement in 1991, Top 100 Entrepreneurs in 1995 and 1996, one of the “50 Best” Managed Private Companies in 1995, and in 2001 One of the Top 200 Fastest Growing Companies in Canada. In 1997, Mr. Sleeman was awarded the “Mayors Award” for his recognition of community contributions and in 1999 he received the American Marketing Association award. He received an Honorary Doctor of Laws from the University of Guelph in 2008.

Mr. Sleeman is either a current or past member of the following Boards and Organizations: Beer Canada, The Beer Store, British Canadian Chamber of Trade and Commerce, Young Presidents Organization, ABMRF/The Foundation for Alcohol Research and Chairman of Duke of Edinburgh’s Awards Program in Canada.

Marcelo Michaelis

Marcelo Michaelis

Board member

Marcelo, known to most as Mika Michaelis, is President of Labatt Breweries of Canada, the Canadian division of Anheuser-Busch InBev. Mika has built an intimate knowledge of the beverage alcohol industry through nearly 20 years of experience with AB InBev and Anheuser Busch across US, Brazil and Canada. He applies his breadth of experience to continuously deliver market share growth and innovative strategies.

Prior to leading the Canadian business, Mika held a series of commercial leadership roles, including Vice President of Revenue Management & Sales Intelligence, Regional VP of the West Region, and most recently overseeing all aspects of the craft business in the U.S. Under Mika’s leadership, Anheuser Busch’s Brewers Collective delivered consistent volume, market share and engagement growth, and successfully integrated Craft Brew Alliance (CBA) into the AB portfolio.

Mika holds a Degree in Mechanical Engineering and has two MBAs in both Marketing and Business.

George H. Croft

George H. Croft

Board member

George H. Croft has more than 30 years of experience in the Canadian beer industry. Becoming President and CEO of Waterloo Brewing Company in May 2008, George has restructured the business and taken the company from a financial loss to sustainable profitability. George joined Waterloo Brewing from Lakeport Brewing Income Fund, where he was responsible for all of the Fund’s operational and commercial matters as President and Chief Operating Officer. He began his career with Labatt Breweries of Canada, where he held various senior management assignments, including President of Oland Specialty Beer Company and President at Labatt Breweries of Ontario.

George is a graduate of the University of Alberta and is a Chartered Director and a Certified Management Accountant. George has served on the Executive Committee of Labatt USA Board, The Beer Store Board of Directors and Executive Member of Lakeport LLP Board. He is currently on the Board of the Beer Store and is a member of the Waterloo Brewing Board of Directors.

George was also an Ernst and Young Entrepreneur of the Year 2012 finalist as well as Canada’s Passion Capitalists 2012 finalist.

Tanya Bernier

Tanya Bernier

Senior Manager, Operations
& Member Services

In her role, Tanya Bernier manages activities of the staff, suppliers, IT, HR and accounting at Beer Canada. Tanya also leads on Beer Canada’s data services. Outside of work, Tanya and her husband keep busy with their 3 children and pets.

CJ Hélie

CJ Hélie

President

CJ Hélie was appointed President of Beer Canada in June 2021. CJ has over 25 years of experience in the Canadian beverage alcohol industry with intimate knowledge of the sector at the provincial/territorial, national and international levels. CJ is a seasoned government relations specialist with a strong track record in effective strategic and business planning, domestic and international trade and corporate communications. CJ has forged valued working relationships with liquor regulators, legislators and policy makers as well as with related industries to build long-term partnerships and to find collaborative solutions to emerging issues.

Ed Gregory

Ed Gregory

Senior Research Advisor

An industry veteran with more than 30 years of experience, Ed Gregory is responsible for monitoring and evaluating the beer category’s complex regulatory environment, domestically and internationally. He also manages Beer Canada’s research and provides input on communications and partner relationships. Ed is happy to sip on a range of beer styles and is an avid astrophotographer.

Karine Cousineau

Karine Cousineau

Vice President,
Strategic Communications

Montreal-native Karine Cousineau oversees all aspects of Beer Canada’s strategic communications.
Karine has over two decades of expertise in communications, government relations, and strategic planning within both the public and private sector. Prior to joining Beer Canada, Karine spent nearly four years heading government relations, communications and sustainability for a licensed cannabis producer with operations in Quebec and Ontario and five years piloting corporate and internal communications in Canada for the largest diversified construction materials company in North America. As a consultant, she represented clients in a wide range of industries including Defence, Transportation, Sports, and Health Care. On the Hill, she served in different offices including the office of Federal Minister of Transport and Quebec lieutenant, Finance Minister, and the Prime Minister’s office.

Lella Cirone

Lella Cirone

Executive Assistant

Lella Cirone joined Beer Canada in 2021 as Executive Assistant. Skilled with over 25 years of experience in the beer industry, most recently as part of Canada’s National Brewers, she works closely with the President and team. Living in Toronto, Lella loves the outdoors, gardening and cooking.

Philippe Roy

Philippe Roy

Vice President, Québec

Philippe Roy, joined the Beer Canada team as Vice-President, Québec, in November 2021. Philippe has 30 years of experience in politics and public affairs and is a lawyer, a communications professional and a well-known political figure in the business community.

Luke Chapman

Luke Chapman

Vice President,
Federal Affairs

Luke Chapman leads Beer Canada’s federal government affairs. Born in Picton, Ontario, Luke joined Beer Canada in 2013. He played for the Carleton Ravens basketball team for 4 years and is happy to talk about beer, sports, and health. He is also a graduate of the Canadian Society of Association Executive’s CAE Program.

Follow him on Twitter: @LukeChapman31

Brittany Burden

Brittany Burden

Director, Communications
& Engagement

Ottawa born and raised, Brittany Burden (Moorcroft) leads Beer Canada’s communications and executes creative and digital strategy to meet the Association’s objectives. Going on 14 years at the Association, Brittany is a fan of Hefeweizens and radlers. She is a Prud’homme Beer Sommelier.

Emma Breen

Emma Breen

Vice President, Ontario
& Atlantic Canada

Emma Breen oversees government affairs for Ontario and Atlantic Canada. Emma joins Beer Canada after 7 years of navigating regulatory and policy issues with Canada’s National Brewers; prior to this role, Emma was senior political advisor to two Ontario Finance Ministers and an Ontario Premier. Emma is based in Toronto, where she Iives with her husband and four children.

FREEZE BEER TAXES NOW AND STOP THE UPCOMING 6.3% $45 MILLION TAX INCREASE SCHEDULED FOR APRIL 2023.

With sky-high inflation pushing prices higher for food, gas, housing, and other necessities at the fastest pace in decades, the last thing Canadian families need is another federal beer tax increase. Canadians already pay amongst the highest beer taxes in the world. We believe our governments should do their best to keep life affordable, not make it more expensive.

In Canada, taxes represent nearly 50% of the average retail price of beer. Federal taxes on beer have been increased every year since 2017 without a vote or debate in Parliament due to Ottawa’s automatic inflation-indexed alcohol tax hikes. Even at the height of the pandemic, when restaurants and bars were forced to close and many Canadians were out-of-work, these stealth tax hikes went ahead.

88% of the beer consumed here is made here.

Beer is truly a local business with small, medium, and larger brewers making positive contributions to Canada’s reputation, economy, communities, and social well-being. Your favorite pint is made by talented brewers from barley grown locally by dedicated farmers. It’s delivered by rail or truck to your local alcohol retailer or pub and served to you cold by a beer expert. And yet, tax is the single largest component of the price you pay for Canadian beer. Almost half the retail price of beer in Canada — 47 per cent — is government tax, a commodity tax rate five times higher than in the U.S. and significantly higher than in most EU countries.

It’s time for MPs from all parties to stand up and voice their support for hard-working Canadian beer consumers, the 21,000 Canadians directly employed by brewers and the thousands of workers and businesses connected to brewing by voting to defer the annual inflation-indexed beer tax increase before the next one comes into effect on April 1, 2023.

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FROM FARM

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Beer Ingredients

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Félix de la Poterie-Sienicki

Félix de la Poterie-Sienicki

Saili Chisanga

Chantalle Butler

Frederic Landtmeters

Andrew Oland

Evan Southern

Anders Jørgensen

John Sleeman

Marcelo Michaelis

George H. Croft

Tanya Bernier

CJ Hélie

Ed Gregory

Karine Cousineau

Lella Cirone

Philippe Roy

Luke Chapman

Brittany Burden

Emma Breen

WE'D LOVE TO HEAR FROM YOU!

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