A Quebec success with an Italian accent and a well-kept secret, that’s how one could describe the Geloso Group, maker and distributor of soft drinks, which has just signed a partnership with American giant Boston Beer.
Groupe Geloso will distribute Samuel Adams, Twisted Tea and the new Truly, a seltzer. Finally, the Laval company could also manufacture products for its new partner.
“Having an international player join us gives us confidence, it’s like coming from a motivating conference! smiled Aldo Geloso.
He was the one who approached Boston Beer. As long as you’re competing with big companies like Labatt, Molson, and Sleeman’s, you might as well work with big players.
“These companies that are public always have access to funds to promote the products and can afford to lose money at times. I can’t do that, so I asked a company that had a solid back,” the man who makes and distributes brands like Poppers, Pepito, Shaker and La Bittt tells Tibi.
First liquor license in Quebec
The Geloso family received the first liquor license in Quebec history in 1965. Aldo’s father, originally from Campagna, Italy, took his first steps as an entrepreneur by importing a truckload of grapes from California so members of his community could make craft wine. Later he wanted to make some himself and sell some. Then the business developed with the efforts of his sons. In the 1990s, the family began distributing imported beers to supermarkets and convenience stores. Aldo Geloso now heads the group, which also includes his son, brother and four nieces and nephews.
“My parents immigrated and were well received by Quebecers. We decided to stay here and not start a company outside. For me, this is not the American dream, but the Quebec dream,” says the entrepreneur, who is proud to give good jobs to almost 500 workers.
Aldo considers them family. They come from all countries. And if one of them needs help to change their roof or pay for their car, they help. The family never lost money because they trusted their employees.
“Everyone needs a little love. If you show respect, you get it back,” says the man, who also helps the homeless and provides food aid to 2,500 families in Laval.
A big exam
In 2018, Aldo’s heart broke when a teenager from Laval drowned after consuming FCKD UP, a sweet drink with 11.9% alcohol manufactured by Groupe Geloso.
“I decided to take the product off the market, even if it meant losing millions,” he recalls, his throat tight. ” It was hard. An entrepreneur should never go through that, but I did what I had to do. »
It was a major ordeal that marked the impressive career of this seemingly tireless entrepreneur. Geloso Group’s products are now sold in 80,000 retail outlets across Canada and the United States. Sales increase every month. There were never any subsidies, everything was funded by the family, through hard work, seven days a week. In Aldo’s DNA is the idea that there is joy in work. Never with success.
“We are in a good position but you should never accept success because the moment you achieve it is the beginning of the end. »
Aware that his name is part of his parents’ legacy, by refusing to accept his success he also expresses his hope that the next generation will appreciate what has been built.
Geloso group
- Founding year: 1961
- Founder: Vincenzo Geloso
- place of the headquarters : laval
- Field of activity : beverages
- Number of employees : 500
Profile of Aldo Geloso
- Work : president
- Age : 63 years old
- Education: Concordia University, Marketing, Finance and Administration
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