Quench Me: Marc Laverdiere
Marc Laverdiere successfully turned his passion for wine, spirits and beer into a career in which he is constantly learning, tasting and talking about what he loves. Thanks to his more than 20 years doing just that, he has become an expert on the ins and outs of the liquor industry, using his knowledge to help restaurants and individuals alike make the right decisions about what to buy and how to get the best from the product.
What led you to a career of selling wines, spirits and beer?
Growing up in Sudbury, through university and college I worked part-time with the LCBO. I met a lot of people and enjoyed the vibe of the beverage alcohol industry.
What’s the best part of your job?
Every day brings different challenges and opportunities. Never a dull moment! I enjoy it when salespeople are successful, and travelling to France, South America and Italy visiting suppliers. Lastly, I’ve loved the opportunity to sample various wines and spirits.
What inspired your passion for wine?
The friends and suppliers I met in the LCBO in Sudbury. I belonged to a monthly wine group and had the opportunity to taste some old, brilliant vintages. Special thanks to my friend Tom Mercier at the LCBO, too.
What advice would you give to someone wanting to follow in your footsteps?
Enrol in college or university in Commerce-Business Administration- general courses that will help you branch off in any business related field in the beverage alcohol industry. This industry is not all about tastings. It’s mainly about case sales, objective setting, proposals and budget management.
Which do you find is most popular among your clients: wine, spirits or beer?
Of course being in Canada I believe 65% of the choice is beer. Although it depends on the occasion, the weather, the company, and the meal, etc. I still prefer a great Cabernet or Shiraz with a steak off the grill, or an oaky Chardonnay with Chicken, or Pinot Grigio with shrimp or scallops.