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
Marie-Frédérique Gagnon
Board of Directors 2026-2027
Christine Fréchette
Chair of the Board
Fréchette Vins d'exception
Christine has led Fréchette, Vins d’exception for more than 20 years. With a strong background in public relations, she has long embodied the qualities of an effective President. Her broad perspective, balanced approach, and contagious enthusiasm have made her a valued member of the Board. First elected as a director in 2017, she served as Vice-President from 2018 to 2026 before being elected President.
Catherine Allard
Vice President
Groupe reZin
Elected to the Board of Directors in 2022 and re-elected in 2025, Catherine brings more than 15 years of experience in the industry. Recognized as a leading expert in private imports and within the SAQ network, she is known for her extensive knowledge of procurement and logistics. She further strengthened her expertise by completing a Certificate in Supply Chain Management at HEC Montréal, enhancing her strategic capabilities in the field.
Maxime Auger
Secratary-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.
Stéphanie Fortier
Director
Campari Canada
Elected to the Board of Directors in 2022, Stéphanie brings extensive experience in marketing and sales acquired at both the national and provincial levels. Throughout her career, she has developed a strong understanding of the wine and spirits market, as well as the commercial realities that shape the industry. This experience provides her with a broad strategic perspective and a multidimensional expertise that she brings to the Board with dedication and professionalism.
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
Vins Balthazard
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.
Chantal Brault
Director
Mark Anthony Vins et Spiritueux
As Sales Director at Mark Anthony Wines & Spirits, Chantal Brault brings extensive experience in sales and marketing within the wine and spirits industry. Her in-depth knowledge of the various SAQ channels, combined with expertise in operations and logistics, gives her a comprehensive understanding of the sector’s challenges and opportunities. Recognized for her pragmatic approach and strong field experience, she was elected to A3’s Board of Directors in 2026 to help support the association’s growth and ongoing success.
Willy Estève
Director
La QV
As Marketing & Communications Manager at La QV, Willy Estève brings solid experience in communications, marketing, and digital development. His background has also led him to develop expertise in social media, promotional programs, operations, and sales support. This versatility allows him to bring both a strategic and operational perspective to the industry’s challenges. Elected to A3’s Board of Directors in 2026, he looks forward to contributing actively to the association’s projects and initiatives.
Maximiliano Valletta
Director
Elixirs Vins et Spiritueux
As General Manager of Elixirs Wines & Spirits, Maximiliano Valletta brings a diverse background in communications, marketing, branding, and general management. His experience also includes strategic planning, operations, and entrepreneurship within the wine and spirits industry. Combining leadership, business acumen, and strategic vision, he was elected to A3’s Board of Directors in 2026 and looks forward to contributing to the association’s future direction and ongoing development.