Pit Caribou
Pit Caribou is a Quebec craft microbrewery founded in 2007 on the Gaspé Peninsula, producing classic, spontaneous-fermentation, barrel-aged, and limited-edition beers distributed through 200+ Quebec retailers, three owned pubs, a tasting room, and select international markets including France.
- Company typePrivate
- Founded2007
- HeadquartersGaspé, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pit Caribou does
Pit Caribou is a privately held Quebec craft microbrewery founded in 2007 by Benoît Couillard and Francis Joncas in a repurposed seal processing plant in L'Anse-à-Beaufils on the Gaspé Peninsula, and acquired in 2019 by Jean-François Nellis and Vincent Coderre. The company brews and sells a portfolio that spans year-round classic beers, spontaneous-fermentation beers (a category it pioneered in Quebec), oak barrel-aged beers matured in a dedicated Chai facility, and roughly 35 limited-edition releases per year. Its underlying production technology includes a coolship for open-air wild-yeast fermentation and temperature-controlled barrel rooms, enabling brewing techniques that are unusual within the Quebec market.
The company generates revenue through four streams: wholesale beer distribution to 200+ retailers, dépanneurs and restaurants across Quebec; international sales via three French distributors plus placement at the Air Canada lounge at Charles-de-Gaulle; on-premise consumption at owned pubs in Percé and Montreal, a beachside terrace in L'Anse-à-Beaufils, and the 2022 Chez Pit tasting room and boutique in Percé; and DTC merchandise sales (sailor sweaters, glassware, novelty items) through an online store, with tourism accommodation (6 rooms and 1 chalet) in development. Pricing is unit-based across formats (375/500/750ml bottles, 473ml cans, on-tap) with products like La Gaspésienne #13 (Robust Porter, 6.2% ABV), Gosepésienne 51 (a gose collaboration), Brett IPA, and Paradise Point NEIPA. Operational scale includes 50+ employees as of 2022, more than 4,105 cumulative brews since founding, and a stack anchored by Stripe, PayPal, MailChimp/Cyberimpact, Twilio and Google Analytics rather than in-house technology platforms.
Pit Caribou firmographics
Firmographics- Name
- Pit Caribou
- Legal name
- Pitcaribou
- Website
- https://pitcaribou.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pit Caribou is a Quebec craft microbrewery founded in 2007 on the Gaspé Peninsula, producing classic, spontaneous-fermentation, barrel-aged, and limited-edition beers distributed through 200+ Quebec retailers, three owned pubs, a tasting room, and select international markets including France.
- Ownership category
- akta.pro rank
Pit Caribou industry classification
Industry- Product category
- Craft Beer Brewing
- NAICS
- Breweries (31212), Drinking Places (Alcoholic Beverages) (722410)
- SIC
- Malt Beverages (2082), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Brewpubs & Taprooms (On-site Beer Service) (THAFALAA)
- akta.pro secondary industries
- Craft Beer Bars & Taprooms (THAFAEAG), Beer, Brewery & Craft Beverage Tastings (THAJAGAE), Pubs & Gastropubs (THAFAEAB)
Keywords
Where Pit Caribou is headquartered
LocationHeadquarters
- HQ city
- Gaspé
- HQ country
- Canada
- HQ region
- North America
Offices4 records
Markets served
Pit Caribou business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Beer Sales: Sale of craft beers through multiple formats: bottles (375ml, 500ml, 750ml), cans (473ml), and on-tap at pubs. Includes classic year-round beers, spontaneous fermentation beers, barrel-aged beers, and limited edition seasonal releases distributed across Quebec.
- Merchandise and Apparel: Online store selling branded clothing (sailor sweaters, t-shirts, hoodies, raincoats), accessories (glasses, bottle openers, keychains), and novelty items. Products designed with Quebec-based designers, manufactured in Canada, primarily on the Gaspé Peninsula.
- Pub and Tasting Room: On-premise consumption at owned pub locations offering full beer menus, food service, and merchandise. Includes Montreal pub, Percé pub, and L'Anse-à-Beaufils terrace with beach access.
- Tourism and Hospitality: Chez Pit tasting room and boutique in Percé, offering light dining, beer tastings, regional products, and tourism accommodation (6 rooms and 1 chalet) planned for year-round operation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | La Gaspésienne #13 - Robust Porter, 6.2% ABV |
| Unit Pricing | Pay-as-you-go | Gosepésienne 51 - Gose with pink pepper and kaffir lime, 3.8% ABV |
| Unit Pricing | Pay-as-you-go | Men's sailor sweater |
| Unit Pricing | Pay-as-you-go | Women's sailor top |
| Unit Pricing | Pay-as-you-go | Bock 15.5 Oz glass |
| Unit Pricing | Pay-as-you-go | Bottle opener card |
| Unit Pricing | Pay-as-you-go | Dark Beer Soap Gaspésienne #13 |
| Unit Pricing | Pay-as-you-go | Tuber'z multi-use accessory |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Pit Caribou product offering
Product offeringCore offering
Pit Caribou is a craft microbrewery producing artisanal beers in four main categories: classic year-round beers, spontaneous fermentation beers (pioneer in Quebec), barrel-aged beers matured in oak, and limited edition seasonal releases. The brewery distributes through owned pubs, an online merchandise store, a Quebec retail network of 200+ points of sale, and three distributors in France, complemented by hospitality and tourism experiences at its pubs and Chez Pit tasting room.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Pit Caribou Beers (Bières classiques) Year-round classic Pit Caribou craft beers available across Quebec in 375ml, 500ml, and 750ml bottles as well as 473ml cans. Includes flagship offerings such as La Blonde de L'Anse, La Bonne Aventure, La Gaspésienne #13 Robust Porter, and La 475 Blanche de Pratto. Positioned as the entry point for craft beer enthusiasts and the general consumer market.
- Spontaneous Fermentation Beers (Bières spontanées) Pit Caribou's spontaneous fermentation beers, brewed without added yeast and fermented using wild yeasts captured by the coolship in the open air near the sea. A pioneering offering in Quebec, produced in the dedicated coolship facility built in 2016 and authorized by the Régie des alcools in 2017. Targeted at craft beer connoisseurs seeking authentic terroir-driven beers.
- Barrel-Aged Beers (Bières barriquées) Oak barrel-aged beers fermented in Pit Caribou's dedicated Chai facility under the influence of the boreal Gaspé climate. Includes the Inspiration series from the brewers showcasing barrel-matured styles. Targeted at craft beer enthusiasts seeking complex, nuanced barrel-aged profiles.
- Limited Edition Beers (Éditions limitées) Seasonal and collaboration limited edition beers released once per year on a first-come, first-served basis. Includes beer-of-the-month and one-off collaborations such as Gosepésienne 51 with La Gaspésienne 51 restaurant, Stout à l'Espresso with La Brûlerie de l'Atlantique, Paradise Point NEIPA, and Brett IPA. Targeted at collectors and craft beer enthusiasts seeking rare, regional collaborations.
- Branded Merchandise and Apparel Online store selling branded clothing (sailor sweaters, t-shirts, hoodies, raincoats), accessories (glasses, bottle openers, keychains), and novelty items such as dark beer soap and multi-use accessories. Designed with Quebec-based designers and manufactured in Canada. Targeted at craft beer fans and tourists.
- Pub Pit Caribou Montreal On-premise tasting room and pub in Montreal's Plateau Mont-Royal neighborhood (951 Rachel E). Patrons can enjoy Pit Caribou microbrewery beers alongside Gaspésian products and imported items. Targeted at Montreal-based craft beer consumers and visitors.
- Pub Pit Caribou Percé First pub location in the historic former Charles Robin general store in downtown Percé. On-premise consumption of Pit Caribou beers in the heart of the Gaspé tourist region. Targeted at tourists visiting Percé and local Gaspé residents.
- Chez Pit Tasting Room and Boutique Tasting room, boutique, and light dining space in Percé (242 route 132 Ouest) with a 53-seat terrace. Offers Pit Caribou beer tastings, regional products, and features Gaspésian artisans. Targeted at tourists and local visitors, with planned expansion to year-round tourism accommodation including 6 rooms and 1 chalet.
- Microbrewery Boutique (L'Anse-à-Beaufils) Direct sales of bottles, cans, growlers, and merchandise at the original microbrewery headquarters at 27 Rue de l'Anse, L'Anse-à-Beaufils. Located in the former seal processing plant with views of the harbor and fishing port. Targeted at visitors to the Gaspé Peninsula.
Quantifiable outcome
- Multiple international beer competition medals including Gold at World Beer Awards 2017, Gold at Brussels Beer Challenge 2020, Gold at Asia Beer Challenge 2021.
- +2 more outcomes
Companies that use Pit Caribou
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Pit Caribou technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
Pit Caribou partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- La Brûlerie de l'AtlantiquecoreCoffee collaboration for Stout à l'Espresso beer. Fair trade 100% arabica coffee cold-brewed to equivalent of double espresso in each bottle. Both companies based in Gaspésie region.
- La Gaspésienne 51coreRestaurant and fishmonger partnership for the Gosepésienne 51 beer collaboration. Pink pepper and kaffir lime added to original La Gose du Barachois recipe. Joint product development for regional culinary experience.
- Gaspésie GourmandeminorPartnership for regional terroir products at Chez Pit boutique in Percé. Features Gaspésian products alongside Pit Caribou merchandise.
- Gaspésian Restaurants (Recipe Partners)minorPartnership with multiple Gaspésian chefs for recipe development featuring Pit Caribou beers. Includes Le Ravage, Les Enflammés du Village, Restaurant Umi Yama, and others. Recipes shared on website with ebook profits donated to Club des petits déjeuners.
Scale indicators6 records
Recent moves11 records
Expansion highlights6 records
Pit Caribou competitors and assessment
Company assessmentDirect peers
- Dieu du Ciel!: Montreal-based craft brewery operating brewpubs and a wide-awarded portfolio, including spontaneous/wild fermentation offerings. Closely comparable on Quebec distribution, brewpub model, and award-driven premium positioning.
- Le Trou du Diable: Shawinigan, Quebec craft microbrewery with a strong on-premise pub (Le Caveau) and a wide portfolio of classic, barrel-aged, and limited-edition beers. Direct peer on Quebec microbrewery + brewpub execution and regional brand identity.
- À La Fût / Tête d'Allumette: Quebec microbrewery co-located with a taproom restaurant model (Tête d'Allumette) in Saint-Tite; comparable on brewpub/taproom + restaurant integration and Quebec regional craft positioning.
- Brasserie Le Saint Bock: Montreal brewpub producing an extensive rotating lineup with strong on-premise taproom and kitchen. Comparable on the brewpub-as-destination model and Quebec city craft beer exposure.
- Brasserie Benelux: Montreal craft brewery with multiple brewpub locations and a packaged beer line. Direct peer on multi-location brewpub strategy and Montreal/Quebec urban distribution.
- Microbrasserie Le Castor: Rigaud, Quebec microbrewery producing small-batch, hop-forward and mixed-fermentation beers with strong regional brand and taproom presence. Comparable on craft quality, mixed-culture programs, and Quebec retail/wholesale footprint.
- Brasseurs du Monde: Saint-Hyacinthe, Quebec microbrewery with attached tasting room, broad style portfolio and growing export ambitions. Comparable on Quebec microbrewery scale, retail tour, and limited-edition launch cadence.
- Lagabière (Le Détail / Le Gambade): Quebec microbrewery known for the brands La Gose du Barachois-style products and a brewpub footprint; comparable on barrel/mixed-fermentation innovation and Quebec gastro-tourism positioning.
Broad incumbents
- Molson Coors Canada (Québec brands: Molson, Coors Light): Dominant national brewer controlling the lion's share of Quebec off-premise shelf; provides the structural benchmark for retail access, pricing pressure, and category demand exposure.
- Unibroue (Sleeman Breweries): Established Quebec brewery (maker of La Fin du Monde, Maudite) inside the Canadian Sleeman/Unibroue platform; much broader portfolio and distribution. Sets the competitive ceiling for Quebec craft on retail/wholesale terms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Pit Caribou social profiles
Digital presencePit Caribou financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pit Caribou leadership team
Management profileNumber of profiles
Profiles3 records
Pit Caribou funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pit Caribou M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pit Caribou
What does Pit Caribou do?
Pit Caribou is a craft microbrewery producing artisanal beers in four main categories: classic year-round beers, spontaneous fermentation beers (pioneer in Quebec), barrel-aged beers matured in oak, and limited edition seasonal releases. The brewery distributes through owned pubs, an online merchandise store, a Quebec retail network of 200+ points of sale, and three distributors in France, complemented by hospitality and tourism experiences at its pubs and Chez Pit tasting room.
Is Pit Caribou a public or private company?
Pit Caribou is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pit Caribou founded?
Pit Caribou was founded in 2007. It employs 11 to 50 people.
Where is Pit Caribou based?
Pit Caribou is headquartered in Gaspé, Canada, in the North America region.
How does Pit Caribou make money?
Four revenue lines are on record. Beer Sales are the primary driver. The others are merchandise and Apparel, pub and Tasting Room and tourism and Hospitality.
Who are Pit Caribou's main competitors?
Direct peers on record are Dieu du Ciel!, Le Trou du Diable, À La Fût / Tête d'Allumette, Brasserie Le Saint Bock, Brasserie Benelux, Microbrasserie Le Castor, Brasseurs du Monde and Lagabière (Le Détail / Le Gambade). Broad incumbents are Molson Coors Canada (Québec brands: Molson, Coors Light) and Unibroue (Sleeman Breweries).
Does Pit Caribou have an API?
No public API is recorded for Pit Caribou.
What industry is Pit Caribou in?
Pit Caribou's product category is Craft Beer Brewing. Its primary akta.pro industry code is THAFALAA, Brewpubs & Taprooms (On-site Beer Service), with a secondary code of THAFAEAG, Craft Beer Bars & Taprooms. Its NAICS code is 31212 and its SIC code is 2082.