What McAuslan does

McAuslan (Brasserie McAuslan) is a privately held craft beverage company headquartered in Montréal, Canada, operating a vertically integrated brewery, cidery, and distillery from its Saint-Henri facility since January 1989. The company produces craft beer under the St-Ambroise brand across five series (Classique, Influences, Minim non-alcoholic, Sans Gluten, and Ambroisies vintage), ciders under the McAdam brand using apples from a 20-acre heritage orchard in Frelighsburg (Estrie region), and spirits under the Lock 4 brand — including triple-distilled vodka from Quebec wheat, London Dry gin, apple brandy aged in Chardonnay and Cognac barrels, cream liqueur, ready-to-drink cocktails, and a newly launched (2025) small-batch Canadian whisky. Technical infrastructure includes open-tank fermentation with proprietary Yorkshire yeast and a Vendome copper pot still system; David Brophy serves as master brewer and master distiller with 35+ years tenure.

The company serves both retail consumers and on-premise hospitality through multiple channels: Quebec grocery chains (Metro, IGA, Super C), convenience stores (Couche-Tard, depanneurs), the SAQ provincial spirits monopoly for distilled products, and direct-to-consumer through the seasonal Terrasse St-Ambroise along the Lachine Canal, the L'Annexe private event venue, an online boutique, and branded merchandise. Pricing follows a unit-pricing model ranging from RTD seltzers at $14.88 per 6-pack to Canadian whisky at $67.25 per 750ml bottle, with event venue rentals at $175-$200 per hour.

McAuslan was acquired by Les Brasseurs RJ in 2013 when founders Peter McAuslan and Ellen Bounsall retired; Philippe Jaar currently serves as president. The company has continued product line extension and brand reinvestment, including a 2024 repositioning on its 35th anniversary and the 2025 launch of Canadian Whisky. Revenue is not publicly disclosed.

Name

McAuslan

Legal name

Brasserie McAuslan

Website

https://mcauslan.com

Company type

Private

Founded year

1989

Operating status

Operating

Short description

McAuslan is a Montréal-based craft brewery, cidery, and distillery operating since 1989 under the St-Ambroise, McAdam, and Lock 4 brands, serving Quebec consumers through grocery chains, the SAQ spirits monopoly, and direct-to-consumer venues.

Ownership category

akta.pro rank

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Craft Beer Sales: Sale of St-Ambroise branded craft beers across five product series: Classique, Influences, Non-alcoholic (Minim), Gluten-Free, and Ambroisies (limited edition). Products sold in cans (355ml, 473ml) and kegs through retail and on-site.
2. Cider Sales (McAdam): McAdam cider products including Original, Rosé, Cherry & Blackcurrant, and Pear varieties. Produced from hand-picked Quebec apples from the Frelighsburg orchard, fermented at the urban cidery.
3. Spirits (Lock 4 Brand): Distillery products including Canadian whisky, apple brandy (aged 18 months in Chardonnay and Cognac barrels), aromatic vodka (triple-distilled from Quebec wheat), and London Dry gin. Also cream liqueur and ready-to-drink products (seltzer, gin tonic, tonic water).
4. Food Service and On-Site Consumption: Terrace St-Ambroise offers on-site food and beverage consumption along the Lachine Canal from May to September. Lock 4 Cocktail Bar operates Wednesday to Saturday. Annexe pub available for private and corporate event rentals.
5. Merchandise and Apparel: Online boutique sells branded merchandise including apparel (hats, caps, clothing), glassware, accessories (bottle openers, key chains, wallets, bags), and seasonal items.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

McAuslan manufactures and sells craft beer (St-Ambroise brand across five series), artisanal cider (McAdam brand), and small-batch spirits (Lock 4 brand including vodka, gin, apple brandy, cream liqueur, ready-to-drink cocktails and a newly launched Canadian Whisky). The company also operates direct-to-consumer hospitality venues — a seasonal terrace along the Lachine Canal and an event pub called L'Annexe — and sells branded merchandise through its online boutique.

Product overview

McAuslan is a craft beverage company offering a diversified portfolio across beer, cider, spirits, and whiskey, sold through its own brands St-Ambroise, McAdam, and Lock 4. The St-Ambroise beer line features five distinct series (Classique with traditional open-tank fermentation, Influences for contemporary styles, Minim for non-alcoholic beers under 0.5%, Sans Gluten for gluten-free options, and Ambroisies for premium aged beers). The McAdam cider brand produces urban ciders from Quebec apples. Lock 4 spirits encompass vodka, gin, apple brandy, and cream liqueur. The company recently launched Canadian Whisky distilled in small batches. McAuslan operates experiential venues including the Terrasse St-Ambroise (seasonal canal-side terrace) and L'Annexe pub (private event space), alongside an e-commerce boutique selling spirits, ready-to-drink beverages, and branded merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• St-Ambroise Classique Series: Ales brewed according to British Isles brewing traditions, open-tank fermented with Yorkshire yeast.
• St-Ambroise Influences Series
• St-Ambroise MINIM Series
• St-Ambroise Sans Gluten Series
• St-Ambroise Ambroisies Series

Products and services

• St-Ambroise Beers
• McAdam Ciders
• Lock 4 Spirits (Vodka, Gin, Apple Brandy) Distillery brand producing vodka (triple-distilled from Quebec wheat, grain to bottle), London Dry gin infused with carefully selected aromatics, and apple brandy aged 18 months in Chardonnay and Cognac barrels. Named after the historic Lock 4 of the Lachine Canal facing the distillery. Distributed through the SAQ monopoly and the McAuslan online store.
• McAuslan Canadian Whisky Small-batch Canadian whisky distilled and aged in American oak barrels, featuring complex aromas with notes of vanilla, honey and caramel on a background of oak and spices. Symbolized by a Griffin representing character, nobility and strength. Sold at $67.25 per 750ml bottle through the SAQ and the McAuslan online store.
• Lock 4 Cream Liqueur Cream liqueur combining McAuslan Canadian whisky with a creamy texture, chocolate and coffee notes. Part of the Lock 4 spirits lineup, sold at $38.75 per bottle through the SAQ and the online store.
• Lock 4 Ready-to-Drink Cocktails Pre-mixed canned cocktails produced at the Lock 4 distillery, including Raspberry-Basil Vodka Seltzer (6×355ml cans, 4% ABV, $14.88), Gin Tonic (4×355ml cans, 7% ABV, $13.39) and artisanal Tonic Water (4×355ml cans, $7.39).
• Terrasse St-Ambroise Seasonal outdoor terrace operated by McAuslan along the Lachine Canal, open May to September (12pm–11pm), serving St-Ambroise beers, McAdam ciders, Lock 4 spirits, cocktails and food. Includes the Lock 4 cocktail bar operating Wednesday to Saturday. Pricing: glass $6.50–$8, pint $8.50–$10, pitcher (60oz) $22.50–$25.50, tasting paddle $13.50.
• L'Annexe Event Pub Private event venue adjacent to the McAuslan brewery in Saint-Henri, available for corporate events, parties, team building and networking. Capacity up to 70–75 people across two rooms, with beer and cheese pairings, tastings and catering options. Pricing: $200/hour (French) / $175/hour (English), 3-hour minimum, with projector, screen, sound system, WiFi and free parking included.
• McAuslan Online Boutique E-commerce platform operated by McAuslan selling Lock 4 spirits (whisky, brandy, gin, vodka, cream liqueur), Lock 4 ready-to-drink products, and branded merchandise including clothing, hats, accessories (bottle openers, key chains, wallets, bags) and seasonal items. Ships within Quebec and across Canada.

Quantifiable outcome

• Over 37 years of continuous operation as a craft brewery
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Unibroue: Quebec craft brewery based in Chambly, known for Belgian-style ales and now owned by Sapporo. Closest scale peer to McAuslan as a Quebec craft brewery with national distribution and brand-led portfolio.
• Spirit of York Distillery: Toronto-based craft distillery producing vodka, gin, whisky, and cream liqueurs. Comparable to McAuslan's Lock 4 spirits operations as a Canadian craft distillery with retail and DTC channels.
• Brick Brewing Co. Limited: Ontario-based Canadian craft and value brewer (Waterloo brand, Laker). Comparable to McAuslan as a Canadian multi-brand beverage alcohol producer with broad retail distribution channels.
• Dieu du Ciel!: Quebec-based craft brewery founded in 1998, operating a brewpub and retail footprint across Quebec and Canada. Highly comparable to McAuslan as a Quebec craft beer pioneer with taproom/hospitality and multi-product lineup.
• Benelux Brasserie Artisanale: Montreal-based craft brewery and brewpub with multiple locations. Comparable to McAuslan as a Montreal craft brewer with neighborhood taproom presence and Belgian/European-style portfolio.
• Le Cheval Blanc: Long-running Montreal craft brewery and brewpub that opened in 1987, predating McAuslan by two years. Comparable Quebec microbrewery with on-site taproom and traditional ale lineup.
• Big Rock Brewery: Canadian craft brewery founded in 1985 in Calgary, Alberta, now publicly traded. Comparable to McAuslan as a long-standing Canadian craft brewer with broad retail distribution and multi-product line.
• Wellington Brewery: Ontario-based independent craft brewery, one of Canada's oldest microbreweries (est. 1985). Comparable to McAuslan as a long-established Canadian craft brewer with seasonal and heritage portfolio.

Broad incumbents

• Sleeman Breweries: Canadian mass-craft brewery owned by Sapporo, headquartered in Guelph, Ontario. Comparable to McAuslan as a major Canadian craft beer producer operating multiple brands, though at substantially larger scale.

Emerging players

• Pinnacle Spirits / Georgian Bay Spirit Co. Ontario craft distillery producing vodka, gin, whisky, and rum. Comparable to McAuslan's Lock 4 brand as a Canadian small-batch craft distillery with on-site tasting and retail presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• Facebookfacebook.com/bierestambroise
• Xx.com/bierestambroise
• LinkedInlinkedin.com/company/brasserie-mc-auslan

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about McAuslan