Our mission
Through our proactive and transparent approach, we promote and defend the interests of beverage alcohol representative agencies by influencing and educating stakeholders on business issues that impact the Quebec market.
Our values
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We use our collective experience and diverse know-how to influence with determination and courage.
We defend our members' interests impartially and inclusively, placing fairness at the heart of everything we do.
We are honest and transparent. A3 Québec courageously defends the interests of representative agencies with integrity.
Sharing and communication are essential to our interactions, reinforcing our unity and strength.
Our industry, driven by passion and love for our products, acts with conviction and enthusiasm.
Permanent team
Catherine Lessard
Lyne Beauregard
Board of Directors 2025-2026
Francis Martin
Chair of the Board
Maitre de Chai
Elected to the A3 Board of Directors in 2020, Francis has been active in the industry since 2006. Coming from a financial background, he combines analytical rigor with a passion for wine at the head of the family-owned Maître de Chai agency. Thanks to his wisdom, sharp analytical mind and ability to bring people together, he has won the lasting trust of all the players in the sector.
Christine Fréchette
Vice President
Fréchette Vins d'exception
Christine heads the Fréchette, Vins d'exception agency, where she has worked for over 20 years. With her solid expertise in public relations, she perfectly embodies the role of Vice-President. Her global vision, sense of balance and communicative energy make her a valuable ally on the Board. Elected director in 2017, she has held the position of vice-president since 2018.
Daniel Lavergne
Vice President
La Céleste Wines and Spirits
With over 15 years' experience at Treasury Wine Estates, Daniel is now CEO of La Céleste. His in-depth knowledge of the Quebec and Atlantic markets gives him a broad perspective of the industry. Driven by a bold marketing vision, he brings a real dose of innovation to our projects.
Maxime Auger
Secretary-Treasurer
Groupe Charton Hobbs
Elected to the A3 Board of Directors in 2022, and re-elected for a second term in 2025, Maxime brings a strategic and up-to-date perspective to the industry. A dynamic senior executive, he has over 10 years' agency experience, with recognized expertise in operations, technological development and continuous improvement. His keen understanding of industry issues makes him a key player on the board.
Catherine Allard
Director
Groupe ReZin
Elected to the Board of Directors in 2022 and re-elected in 2025, Catherine has over 15 years' experience in the industry. Recognized as a benchmark in private imports and the SAQ network, she stands out for her expertise in procurement and logistics. She completed a certificate in supply chain management at HEC Montréal, consolidating her strategic skills in the field.
Stéphanie Fortier
Director
Representative of the Spirits sector
Campari Canada
Elected to the Board of Directors in 2022 to represent the spirits sector, Stéphanie has a solid background in marketing and sales, acquired at both national and provincial levels. This background gives her an overall strategic vision and multi-dimensional expertise, which she brings to the Board with rigor and commitment.
Annie Fournier
Director
Brown Forman Canada
Elected to the A3 Board of Directors in 2023, Annie has over 20 years' experience in management and sales positions. She currently holds the position of Sales Director for Eastern Canada, where she plays a strategic role with the SAQ and other monopolies. Her expertise in the field and her in-depth knowledge of the networks make her a valuable asset to the Board.
Eric Deguire
Director
LBV International
With nearly 20 years' experience in the industry, Éric held management positions in various agencies before becoming VP Sales & Marketing and Business Partner at LBV International. He is also President and Founder of Trinque. Combining expertise, diplomacy and passion, he is recognized for his inspirational leadership. A member of the A3 Board of Directors from 2020 to 2023, he was re-elected in 2024 to continue his commitment.
Maxime Balthazard
Director
Balthazard Wines
Elected to A3's Board of Directors in 2024, Maxime draws on a wealth of 20 years' experience in the industry, including nearly 10 years at the head of the family agency, which he manages with rigor and vision. Trained in economics and international relations, he possesses solid analytical skills and a keen understanding of the sector's local and global issues. Combining wisdom, strategic intelligence and human leadership, he actively contributes to the Board's work with discernment and commitment.