The Cellar Master
The Cellar Master (Sélections le Maître de Chai Inc.) is a Quebec-based wine promotional agency representing 200+ elite wineries globally, distributing private-import wines to SAQ/LCBO retailers, restaurants, and individual collectors in Quebec and Ontario since 1996.
- Company typePrivate
- Founded1996
- HeadquartersMontréal, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What The Cellar Master does
The Cellar Master, operating under the legal name Sélections le Maître de Chai Inc., is a Quebec-based wine promotional agency that represents more than 200 elite wineries from France, Italy, Spain, Austria, Germany, Greece, Portugal, the United States, Argentina, Chile, Australia, and New Zealand. Founded in the late 1980s by Gilles Martin and Josée Levert and formally established as an agency in 1996, the company pioneered private-import wine distribution in Quebec and operates today under second-generation ownership by Francis Martin, who has led the business since 2010. The firm serves three core customer segments — government liquor retailers (SAQ in Quebec, LCBO in Ontario since 2015), restaurants and hospitality accounts across both provinces, and individual wine collectors — through a sales-led go-to-market supported by the Le Maitre | Caviste Virtuel mobile application launched in December 2020.
The agency monetizes primarily through transaction fees and wholesale margins on three revenue streams: private-import ordering via the mobile app and website (with white-glove delivery in the Montreal area), SAQ/LCBO retail distribution of listed wines, and direct sales to restaurants. Pricing spans a wide band from entry-level bottles (e.g., Côtes du Rhône Rouge at $23.60 CAD) to ultra-premium collectibles (e.g., Champagne Salon at $1,387.50 CAD), reflecting the agency's positioning as a curator of premium and allocation-grade producers rather than a volume player. The technology stack is deliberately lightweight: a mobile app on iOS and Android provides real-time catalog access, order placement, purchase history tracking, and a "human-driven algorithm" for personalized wine recommendations reviewed by the in-house sales team.
The Cellar Master operates from its headquarters at 1643 rue Saint-Patrick in Montreal with a second office for the Ontario division, and employs roughly 19-30 staff across sales, private ordering, administration, finance, and logistics. It is privately held and family-owned with no disclosed institutional investors, no subsidiaries, and no public revenue figures available. The company competes primarily on the strength of its multi-decade winery relationships, its Quebec pioneering status, and its curated portfolio rather than on technology or scale advantages.
The Cellar Master firmographics
Firmographics- Name
- The Cellar Master
- Legal name
- Sélections le Maître de Chai Inc.
- Website
- https://maitredechai.ca
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Cellar Master (Sélections le Maître de Chai Inc.) is a Quebec-based wine promotional agency representing 200+ elite wineries globally, distributing private-import wines to SAQ/LCBO retailers, restaurants, and individual collectors in Quebec and Ontario since 1996.
- Ownership category
- akta.pro rank
The Cellar Master industry classification
Industry- Product category
- Wine Import and Distribution Services
- NAICS
- Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)
Keywords
Where The Cellar Master is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
The Cellar Master business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Private Import Sales: Wine sales through private import ordering system where customers order via mobile app or website for delivery or pickup. Commission-based revenue from winery partners.
- SAQ/LCBO Retail Distribution: Wines distributed through Société des alcools du Québec (SAQ) stores in Quebec and LCBO in Ontario, with agency earning margins on wholesale volumes.
- Restaurant/ Hospitality Supply: Supplying wines to restaurants and hospitality establishments in Quebec and Ontario markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wines available across all price points from entry-level to ultra-premium collectibles |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
The Cellar Master product offering
Product offeringCore offering
The Cellar Master (operating as Le Maître de Chai) is a Montreal-based wine promotional agency that represents more than 200 international wineries and distributes their wines in Canada. The company sells private import wines directly to consumers through the Le Maitre | Caviste Virtuel mobile app with white-glove delivery, supplies wines to restaurants and hospitality accounts, and distributes through the SAQ in Quebec and the LCBO in Ontario.
Product overview
Le Maître de Chai operates as a wine promotional agency with two primary offerings: (1) the Le Maitre | Caviste Virtuel mobile application for private import wine ordering with personalized recommendations and home delivery, and (2) a portfolio of over 200 international wineries distributed through private imports, SAQ retail stores in Quebec, and LCBO in Ontario. The company also serves restaurant clients and maintains a team of sales representatives across Quebec and Ontario.
Differentiator
Problem solved
Functional benefit
Products and services
- Le Maitre | Caviste Virtuel Mobile App iOS/Android mobile app that gives private customers access to the agency's private import wine catalog, enables online ordering, shows personalized offers and allocation suggestions, tracks purchase history, and coordinates white-glove home delivery in the Montreal area.
- Wine Import Services (Agency Representation) Wine promotional agency services representing over 200 international wineries, offering exclusive private import wines not otherwise available through Quebec/Ontario retail channels, with sales to private clients, restaurants, and government liquor boards.
- SAQ Retail Distribution Wholesale distribution of represented wineries' wines through Société des alcools du Québec (SAQ) retail stores across Quebec, providing the agency with a mass-retail channel for its portfolio.
- Ontario Operations (Sélections MDC) Wine promotional agency operations serving the Ontario market since 2015, providing private import ordering and LCBO retail distribution for represented wineries.
- Restaurant and Hospitality Supply Direct-to-restaurant sales of private import wines through a Quebec-based field sales team covering Montreal and Quebec regions for SAQ-network and hospitality accounts.
Companies that use The Cellar Master
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
The Cellar Master technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Cellar Master partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- 200+ Wineries Globally (France, Italy, Spain, Austria, Germany, Greece, Portugal, USA, Argentina, Chile, Australia, New Zealand)coreRepresents over 200 elite wineries globally, including prestigious producers from Burgundy, Bordeaux, Rhône, Champagne, Loire, Piedmont, Tuscany, Rioja, and other renowned wine regions. Key partners include Domaine des Entrefaux (Crozes-Hermitage), Le Clos du Caillou (Rhône), Domaine Yannick Amirault (Loire), Domaine Roland Lavantureux (Chablis), Sottimano (Piedmont), Champagne houses (Delamotte, Gonet-Médeville, Michel Gonet, Laherte Frères), and many more.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
The Cellar Master competitors and assessment
Company assessmentBroad incumbents
- Andrew Peller Limited: Canadian wine company with Vintages, retail, and import operations across provincial liquor boards. Broad incumbent in Canadian wine distribution with overlapping channels.
- Arterra Wines Canada (formerly Constellation Brands Canada): Major Canadian wine producer and importer with extensive distribution through SAQ and LCBO. Comparable broad incumbent in Canadian wine distribution, though also operates wineries directly.
- Mark Anthony Wine & Spirits: One of Canada's largest alcohol importers and brand owners, distributing wine and spirits across all provinces. Comparable in channel structure but vastly larger scale and broader portfolio.
Direct peers
- Profile Wine Group: BC-based Canadian wine agency representing foreign wineries for distribution through BC Liquor, private importation, and on-premise accounts. Comparable as a multi-channel wine agency with winery representation model.
- Halpern Enterprises: Canadian wine and spirits importer representing premium international brands across Canada. Comparable as a multi-channel alcohol importer with restaurant and retail distribution.
- Skurnik Wines: Family-owned wine importer representing fine European and artisanal wineries across the US. Comparable as a family-owned wine agency with selective producer relationships and personal relationship-driven business model.
- Esprit du Vin: Independent wine agency representing European wineries in North America. Comparable as a smaller-scale wine agency with a curated portfolio of premium producers.
- Trialto Wine Group: Canadian wine agency representing an exclusive portfolio of international wineries across provincial liquor boards, restaurants, and private orders. Directly comparable business model to Le Maître de Chai as a wine promotional agency.
- Authentic Wine & Spirits Merchants: Canadian wine importer and agency serving provincial liquor boards and private customers with a portfolio of premium international producers. Closely comparable model as a private wine importation and distribution agency.
- Lifford Wine & Spirits: Canadian wine and spirits agency distributing premium international brands to provincial liquor boards and private clients. Directly comparable as a wine agency with similar distribution channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks4 records
Key highlights6 records
Customer concentration
The Cellar Master social profiles
Digital presenceThe Cellar Master financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Cellar Master leadership team
Management profileNumber of profiles
Profiles14 records
The Cellar Master funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Cellar Master 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 The Cellar Master
What does The Cellar Master do?
The Cellar Master (operating as Le Maître de Chai) is a Montreal-based wine promotional agency that represents more than 200 international wineries and distributes their wines in Canada. The company sells private import wines directly to consumers through the Le Maitre | Caviste Virtuel mobile app with white-glove delivery, supplies wines to restaurants and hospitality accounts, and distributes through the SAQ in Quebec and the LCBO in Ontario.
Is The Cellar Master a public or private company?
The Cellar Master is a private company. It is classified as family owned and is currently operating.
When was The Cellar Master founded?
The Cellar Master was founded in 1996. It employs 11 to 50 people.
Where is The Cellar Master based?
The Cellar Master is headquartered in Montréal, Canada, in the North America region.
How does The Cellar Master make money?
Three revenue lines are on record. Private Import Sales are the primary driver. The others are SAQ/LCBO Retail Distribution and restaurant/ Hospitality Supply.
Who are The Cellar Master's main competitors?
Broad incumbents on record are Andrew Peller Limited, Arterra Wines Canada (formerly Constellation Brands Canada) and Mark Anthony Wine & Spirits. Direct peers are Profile Wine Group, Halpern Enterprises, Skurnik Wines, Esprit du Vin, Trialto Wine Group, Authentic Wine & Spirits Merchants and Lifford Wine & Spirits.
Does The Cellar Master have an API?
No public API is recorded for The Cellar Master.
What industry is The Cellar Master in?
The Cellar Master's product category is Wine Import and Distribution Services. Its primary akta.pro industry code is CRAOAIAA, Beer, Wine & Spirits Wholesale Distribution. Its NAICS code is 42482 and its SIC code is 5180.