Crafting connections from tap to aisle

Many good stories begin with a pint, and this is definitely one worth telling.  

Although the onset of the COVID-19 pandemic brought a lot of uncertainty, there is one thing we know for sure – the beer, wine and spirits industry was booming. With that, came the demand for something refreshing and something local.   

Francis Laplante, a local product specialist from Maxi (a division of Loblaw Companies), hopped to it in securing a partnership with Brasserie Maltco – a microbrewery located in Quebec City. Thanks to an introduction from Maxi Estimauville store manager Nicolas Marcoux, this was one of the first new suppliers that Maxi did business with at the beginning of the pandemic.  

Brasserie Maltco was founded by a group of entrepreneurs who also own gastropub Les Maltcommodes. The brewery is known for its original, eccentric yet unconventional craft skills, combined with industrial production.  

Director of sales, Jason Benard remembers the ‘beer boom’ quite well. “There was a lot of competition and this division wanted more ‘take home’ beer and more local products. Since the re-opening of society, some grocery retailers have reduced shelf space, but Maxi offers the opposite,” said Jason.  

Occupying that shelf space are five beers and three seltzers. The first few products made available were Maltco specific and then came an opportunity to collaborate on something exclusive to Maxi. Director of store transition Yves St-Sauveur, was a district manager at the time that had an idea for Maltco to develop a ‘Maxi beer’.   

Initially, the line was created for employees only, with a play on Maxi brand names. The products quickly became a fan favourite and were a good fit to become a customer offering. Fun fact: there is even a beer named after our very own vice-president of operations, Patrick Blanchette – the Blanchè’t.  

“We had a great relationship with Maxi from the beginning of our partnership. The team is very dynamic and very creative,” said Jason. “The name Maltco was not well known since it was new, and we are grateful to have Maxi behind us to promote our brand.”  

Jason and Francis continue to explore opportunities to offer products that can satisfy even the most elite tasters, or those who don’t want the alcohol at all.  

Brasserie Maltco products are available in all Maxi locations throughout Quebec. Be careful not to pass the shelves too quickly, as your name might end up on a can someday.