Having worked for twenty years as a brand development specialist for companies like Oakley, Red Bull and Burton Canada, Sébastien Paradis was rather scared of the prospect of becoming an entrepreneur. Until a headhunter approached him to take over the reins of Brasseurs du Nord.

"I wanted to invest and I was becoming more and more interested in the microbrewery phenomenon in Quebec. The size (150 employees) and regionality of the company convinced me. I was no longer interested in spending my life between two flights at the airport. I could take on this challenge while staying close to my family," says the man who accepted the CEO position in May 2016, the same week his partner gave birth to twins.

Carte blanche

Another significant factor: the Fonds FTQ, majority shareholder, gave him carte blanche to make the necessary change to reverse the decline of the company that had been able to innovate in the past. The pioneering microbrewery was the first to launch an amber beer on Quebec soil in 1988, then a first IPA in 2011. "The board of directors felt that the brand had lost its luster over the years, although its products remained solid. I think the directors were looking for a brand builder, ideally in the beverage sector. I really liked the company's history and values, but I realized that it had forgotten to say who it was. I saw the potential to get it back on track."

Sébastien Paradis therefore repositioned the brand image (bringing the bear to the forefront) and launched a new creative beer program for bars and restaurants.

An innovation committee was set up and the president made sure to have passionate and creative people on his team. “When I arrived, I saw that the organization worked like a big company with management committees, senior managers, etc. I removed hierarchical barriers so that everyone could express their opinions and ideas. We may make mistakes and learn from our mistakes, but at least we will have tried things!”

A unifier

Then, to celebrate the microbrewery's 30th anniversary, the CEO opened Relais Boréale, a boutique bar at the head office that organizes events and offers exclusive products to consumers. "I noticed, while having lunch in the restaurants and bars near the office, that no one knew what I was referring to when I said I came from the local brewery. I saw how little the company was present in its community. It was high time to highlight the work of local artisans in Blainville who make local beers by creating an on-site brand experience."

Now that he has consolidated his team and put innovation at the forefront, the entrepreneur says he is ready to diversify the beverage offering, possibly through partnerships and acquisitions, and to develop local markets such as Ontario, Atlantic Canada and the northeastern United States. “Our brewing equipment would allow us to do a lot of things in the beverage industry. I am looking at the possibilities. We are evolving in a period of romanticism in the industry: there are many microbreweries at the moment that will be called upon to consolidate in the coming years.”