What does a corporate marriage feel like? I was very curious about the evolution of Le BockAle microbrewery, almost a year after its merger with Duvernois Esprits Créatifs, the entrepreneur behind the successful Romeo’s Gin.
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The two complement each other, it is a strategic advantage but also to combine differences.
“Of course it presents challenges! says Michaël Jean, CEO of BockAle and new v.-p. produced by Duvernois. We mix the DNA of Drummondville with that of Montreal, two DNAs of corporate leaders used to directing, and the DNA of marketing (Duvernois) with that of production (BockAle). »
Added to this is the need to support growth in an inflationary context; Raw materials are becoming more expensive and inventories need to be built up to serve a larger market and protect against shortages of certain ingredients. Also, like most companies, he lacks arms and brains.
Financial security
Le BockAle, the leading supplier of non-alcoholic beers in Quebec, wants to increase its sales in the rest of Canada, supported by Nicolas Duvernois’ network. And in 2023 we are targeting the American market.
“I wanted shareholders who would support me and offer me added value. Duvernois has three main managers and I feel less alone,” says Michaël Jean, whose company, founded seven years ago, also becomes Duvernois’ production arm.
This year Michaël remains the majority shareholder of his company, but in February 2023 Duvernois will have taken control. The negotiations came after the entrepreneur appeared on the show Dans l’œil du dragon in winter 2021.
However, Michaël went to the show with no intention of partnering. It was his father-in-law, then a BockAle co-partner, who had registered him without his knowledge, and he saw it as an opportunity to promote the company.
In the end, it was an opportunity to de-stress. Michaël broke his teeth in a second antiseptic gel company created at the beginning of the pandemic, enough to want to better protect his back.
“I come from a humble background and financial security is an issue for me. I accepted the offer for this reason, but also because I saw the development potential,” says the microbrewer.
Invest in other markets
In Quebec’s saturated microbrewery market, it takes a big player to fill the province’s grocery store shelves and push boundaries.
Non-alcoholic quality is a differentiator, but again… 6 years ago Le BockAle went it alone and today there are 150 competing products in the niche! The partnership with Duvernois will give strength to invest in other markets.
And then there are other considerations that led Michaël to say yes… He had trouble fitting everything into his schedule: getting in shape, having plans, reading, meditating, spending time with his family with theirs two children to spend live experiences.
“I want to bring back memories. I want to have too much to tell on the last day of my life! »
The BockAle will certainly be there, but there will be room to create more. The life of an entrepreneur is never one long calm river.
The Bock Ale
founding year : 2015
founder : Michael Jean
place of the headquarters : Drummondville
activity area : microbrewery
number of employees : 20
PROFILE OF MICHAEL JEAN
Work : CEO Le BockAle and v.-p. at Duvernois Spirits
Education: DEC mechanical engineering
Age : 40 years
