Vintage West Wine & Spirits

What Vintage West Wine & Spirits does

Vintage West Wine & Spirits is a privately held wine and spirits sales and marketing agency founded in 2009 by industry veterans Matt Thirlwell and Shauna Hansen. The company represents over 50 international supplier brands — spanning Argentina, Australia, Canada, Chile, France, Ireland, Italy, Panama, Portugal, Scotland, Spain, Trinidad, and the USA — across the four Western Canadian provinces of British Columbia, Alberta, Saskatchewan, and Manitoba. It does not manufacture or take title to product; it functions as an intermediary earning commissions by connecting wineries and distilleries with provincial government liquor boards (BCLDB, AGLC, SLGA, Manitoba Liquor & Gaming Authority), private retail liquor stores, and on-premise hospitality accounts including restaurants, hotels, and golf courses.

The company operates a regional field-sales model with named territory managers and sales representatives covering Lower Mainland BC, BC Interior, Northern Alberta, Calgary, Calgary South, Edmonton, and Manitoba, plus dedicated on-premise managers in Calgary and Edmonton. Back-office functions (financial administration, operations, logistics, marketing) are headquartered in Calgary, with a regional BC office in Vancouver. Portfolio coverage spans still wines, sparkling wine/Champagne, Ice wine, bourbon, rye, gin, vodka, and rum. Distribution reach is governed by the regulatory complexity of navigating four distinct provincial liquor jurisdictions.

Revenue is generated through a transaction-fee / sales-commission model on supplier brand sales; pricing is not publicly disclosed and is established through direct B2B commercial relationships. The company is independent and founder-led, with no institutional investment or parent company. It also runs a community-giving program that has donated over $275,000 to charities, food banks, animal welfare organizations, and 30+ foundations across Western Canada. Industry recognition includes the 2024 IVSA Trailblazer Award granted to co-founder Shauna Hansen.

Name

Vintage West Wine & Spirits

Legal name

Vintage West Wine & Spirits

Website

https://vwwinemarketing.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Vintage West Wine & Spirits is a privately held sales and marketing agency representing over 50 international wine and spirits brands across Western Canada. Founded in 2009, the company earns commissions by connecting supplier brands with provincial liquor boards, private retailers, and hospitality venues in BC, Alberta, Saskatchewan, and Manitoba.

Ownership category

akta.pro rank

Product category

Beverage alcohol sales and marketing agency services

NAICS

Beverage Manufacturing (3121)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

akta.pro secondary industry

Spirits Distilling & Brands (CRADAIAC)

Keywords

• Wine spirits agency
• Beverage alcohol sales
• Brand representation
• Western Canada distribution
• Hospitality on-premise sales

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Agency/Sales Commission Model: Functions as a sales and marketing agency representing wine and spirits brands in Western Canada, earning commissions on sales. The company acts as an intermediary between supplier partners (wineries, distilleries) and customers (retailers, restaurants, hospitality venues) across BC, Alberta, Saskatchewan, and Manitoba.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Vintage West Wine & Spirits is a premium sales and marketing agency that represents a portfolio of international wine and spirits brands across the four Western Canadian provinces: British Columbia, Alberta, Saskatchewan, and Manitoba. The company provides field sales coverage, trade marketing, and distribution liaison services to connect supplier partners (wineries and distilleries) with provincial government liquor boards, private retail liquor stores, and on-premise hospitality venues. It does not manufacture products; its revenue is generated by acting as the in-market commercial partner for brands that lack their own Western Canadian sales infrastructure.

Product overview

Vintage West Wine & Spirits is a premium sales and marketing agency specializing in wine and spirits representation throughout Western Canada (British Columbia, Alberta, Saskatchewan, and Manitoba). The company does not manufacture products but acts as an intermediary, representing a portfolio of over 50 international wine and spirits brands from countries including Argentina, Australia, Canada, Chile, France, Ireland, Italy, Panama, Portugal, Scotland, Spain, and the USA. Their portfolio encompasses diverse product categories including still wines (red, white, rosé), sparkling wines/Champagne, Ice wines, bourbon, rum, gin, vodka, and whiskey. The company provides sales, marketing, and distribution services to connect supplier partners with retailers and on-premise venues across the four provincial liquor jurisdictions.

Differentiator

Problem solved

Functional benefit

Products and services

• Western Canadian Sales Representation Services Professional field sales representation service that connects international wine and spirits supplier partners with government liquor boards, private retail liquor stores, and on-premise hospitality venues across British Columbia, Alberta, Saskatchewan, and Manitoba.
• Wine and Spirits Marketing Services Trade marketing, brand-building, and supplier marketing programs delivered to international wine and spirits brands across Western Canada, including category management, listing support, and promotional programs.
• On-Premise Beverage Program Support Specialized on-premise sales representation for restaurants, hotels, golf courses, and venues across Western Canada, with dedicated Territory Managers in Edmonton and Calgary and account reps in other regions supporting curated wine and spirits programs.
• Provincial Regulatory and Listing Navigation Service covering navigation of government and private liquor markets across BC, Alberta, Saskatchewan, and Manitoba, including listing support, regulatory compliance with BCLDB, AGLC, SLGA, Manitoba Liquor & Gaming Authority, and CBSA.

Quantifiable outcome

• Over $275,000 donated to various charities across Western Canada
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

47 partnerships are on record, tiered core and minor.

• Bodegas SalenteincoreChannel Partner/ Reseller/ DistributorArgentine winery represented in BC, AB, SK, MB. Known for first-rate wines committed with the earth and community. The goal is to produce first-rate wines, committed with the earth where they come from.
• EmilianacoreChannel Partner/ Reseller/ DistributorWine producer represented by Vintage West across Western Canada.
• Susana Balbo WinescoreChannel Partner/ Reseller/ DistributorArgentine winery founded by Susana Balbo, synonymous with innovation, excellence, sustainability and art of creating wines of outstanding quality.
• Angove Family WinemakerscoreChannel Partner/ Reseller/ DistributorFive generations of winemakers from Australia, family-owned and family-driven.
• John Duval WinescoreChannel Partner/ Reseller/ DistributorAustralian winery from Barossa, with five generations of family grape supply and 30 years at pinnacle of Australian winemaking.
• Wild Duck Creek EstateminorChannel Partner/ Reseller/ DistributorSmall family-owned winery in Heathcote, Victoria, Australia, known for powerful Shiraz and Cabernet wines.
• Hugh Hamilton Estate WinescoreChannel Partner/ Reseller/ DistributorFamily-run winery in McLaren Vale, Australia, led by sixth-generation winemaker Hugh Hamilton. Known as the 'Black Sheep' of Australian wine.
• Boutinot/Bartier Bros. Project 'B'coreChannel Partner/ Reseller/ DistributorOld World meets New World style wines - collaboration between Boutinot's Head Winemaker Eric Monnin and BC winemaker Michael Bartier.
• Fitzpatrick VineyardscoreChannel Partner/ Reseller/ DistributorBC winery specializing in traditional method Sparkling Wine, located in Peachland, Okanagan. Represented in BC, SK, MB.
• Pillitteri Estates WinerycoreChannel Partner/ Reseller/ DistributorOntario winery established in 1993, known for world-class Ice wines with over 1000 awards.
• Tightrope WinerycoreChannel Partner/ Reseller/ DistributorBC winery represented in AB, BC.
• Tofino DistilleryminorChannel Partner/ Reseller/ DistributorBC distillery represented by Vintage West.
• Tenuta CarobbiocoreChannel Partner/ Reseller/ DistributorItalian winery in Chianti Classico, Panzano, established in 15th century. Represented in BC.
• Turntable SpiritsminorChannel Partner/ Reseller/ DistributorSpirits brand represented by Vintage West.
• Winemaker's CutminorChannel Partner/ Reseller/ DistributorWine brand represented by Vintage West.
• Four RosescoreChannel Partner/ Reseller/ DistributorKentucky Bourbon Distillery combining five proprietary yeast strains with two separate mashbills to handcraft ten distinct Bourbon recipes.
• Q&A WinesminorChannel Partner/ Reseller/ DistributorWine producer represented by Vintage West.
• Maverick Estate WinerycoreChannel Partner/ Reseller/ DistributorFamily-owned boutique winery in Okanagan Valley, BC, focused on slow and sustainable winemaking.
• Park DistillerycoreChannel Partner/ Reseller/ DistributorAlberta distillery using Rocky Mountain glacier water and grain from foothills. Hand-crafted spirits in Banff. Represented in AB, BC, SK, MB.
• Domaine Taupenot MermecoreChannel Partner/ Reseller/ DistributorFrench Burgundy domaine in Morey-Saint-Denis, ninth generation family run. Represented in AB, BC.
• Champagne HebrartcoreChannel Partner/ Reseller/ DistributorFrench Champagne house represented in AB, BC, SK, MB.
• Champagne Pierre MignoncoreChannel Partner/ Reseller/ DistributorFamily-owned Champagne house in Le Breuil, Marne Valley, crafting Champagne for five generations.
• Roseblood d'EstoubloncoreChannel Partner/ Reseller/ DistributorFrench Provence estate since 1489, renowned for exceptional olive oils and wines, located in Alpilles.
• BoutinotcoreChannel Partner/ Reseller/ DistributorFrench winery with over 40 years producing award-winning wines from Saint-Véran and Cairanne in Southern Rhone.
• The Shed DistillerycoreChannel Partner/ Reseller/ DistributorIrish distillery in Drumshanbo, creating Gunpowder Irish Gin, Sausage Tree Vodka, and Drumshanbo Single Pot Still Irish Whiskey.
• Cantina ZaccagninicoreChannel Partner/ Reseller/ DistributorItalian winery represented by Vintage West.
• BottercoreChannel Partner/ Reseller/ DistributorItalian winery with nearly 100-year traditions, spanning from Veneto to Sicily and Apulia.
• BraidacoreChannel Partner/ Reseller/ DistributorItalian winery in Monferrato area, family heritage dating back to grandfather Giuseppe.
• Cantina di NegrarcoreChannel Partner/ Reseller/ DistributorItalian Valpolicella winery, cooperative production rooted in winemaking tradition with modern reinterpretation.
• Terre del BarolocoreChannel Partner/ Reseller/ DistributorItalian cooperative since 1958, united over 300 members from all eleven villages of Barolo appellation.
• Arnaldo RiveracoreChannel Partner/ Reseller/ DistributorItalian wines from Terre del Barolo, introduced in 2013, collaboration with dedicated grower-owners for exceptional quality from Barolo's distinguished parcels.
• Savio Trading - Malecon RumcoreChannel Partner/ Reseller/ DistributorPanama rums founded by Marco Savio, inspired by legendary Cuban rum master Francisco Fernandez.
• Savio Trading - Demon's Share RumminorChannel Partner/ Reseller/ DistributorRum brand from Savio Trading.
• INFINIUM - Howler HeadcoreChannel Partner/ Reseller/ DistributorFlavored bourbon blending Kentucky Straight Bourbon Whiskey with natural banana flavor.
• INFINIUM - ZAYA Gran Reserva RumcoreChannel Partner/ Reseller/ DistributorPremium dark aged rum sourced from Caribbean islands.
• INFINIUM - Templeton RyecoreChannel Partner/ Reseller/ DistributorWhiskey inspired by Templeton, Iowa Prohibition-era town.
• A to Z WineworkscoreChannel Partner/ Reseller/ DistributorOregon winery represented by Vintage West.
• Lewis CellarscoreChannel Partner/ Reseller/ DistributorCalifornia winery represented in AB, BC, MB, SK.
• Vintage Wine Estates - GirardcoreChannel Partner/ Reseller/ DistributorNapa Valley winery founded in 1975, dedicated to balance in wines.
• Wayfarer VineyardcoreChannel Partner/ Reseller/ DistributorSonoma Coast winery by Jayson Pahlmeyer, specializing in Chardonnay and Pinot Noir. Represented in AB.
• Precision Wine CompanycoreChannel Partner/ Reseller/ DistributorCalifornia winery with meticulous attention to detail and commitment to quality.
• Ridge VineyardscoreChannel Partner/ Reseller/ DistributorCalifornia winery championing single-vineyard winemaking since 1962.
• SpottswoodecoreChannel Partner/ Reseller/ DistributorNapa Valley family estate since 1972, with CCOF organic, Demeter biodynamic, and B Corp certifications.
• Justin VineyardscoreChannel Partner/ Reseller/ DistributorPaso Robles winery founded in 1981, known for big Bordeaux-style reds from limestone soil.
• Ego BodegascoreChannel Partner/ Reseller/ DistributorSpanish winery born from partners' passion and talent. Represented in BC, AB, SK.
• Bodegas MurielcoreChannel Partner/ Reseller/ DistributorSpanish winery founded in 1926 by José Murúa Villaverde. Represented in AB, BC, SK.
• MessiasminorChannel Partner/ Reseller/ DistributorPortuguese wine producer represented by Vintage West.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Treasury Wine Estates: Major global wine producer (successor to Southcorp/Foster's) where multiple Vintage West team members previously held senior roles. As a multinational producer with growing direct Canadian presence, it competes for shelf space and on-premise listings in the same premium wine category.
• E&J Gallo Winery: One of the largest global wine producers, referenced in Vintage West team bios as a former employer of Shauna Hansen and Susan Breslaw-Robson. While primarily a producer, Gallo operates its own Canadian sales force that competes with Vintage West for retail and on-premise placement.
• Southern Glazer's Wine and Spirits: The largest North American wine and spirits distributor, with broad Canadian operations. While operating a fundamentally different scale and asset-heavy wholesale model, it competes for many of the same supplier mandates and downstream accounts.
• Andrew Peller Limited: Large Canadian wine producer and retailer with a national agency/distribution platform. Represents a broader incumbent that competes for shelf space, supplier relationships, and on-premise accounts across Western Canada.

Others

• ContainerWorld Forwarding Services: Canadian beverage logistics and freight forwarding company where Vintage West's Logistics Manager previously worked. Provides the import/export and supply chain infrastructure that agencies like Vintage West depend on for cross-border wine and spirits movement.

Direct peers

• Pacific Wine & Spirits: Western Canadian wine and spirits sales/marketing agency referenced multiple times in Vintage West's team bios (Curtis Bawden spent 20 years there; Tammy Hutton was Senior Marketing Manager). Operates a directly comparable agency model representing supplier brands across the same four Western provinces.
• Mark Anthony Group (Declaration Wine & Spirits): Large Canadian beverage alcohol sales and marketing group; its Declaration Wine & Spirits arm employs former Vintage West team members and competes for the same on-premise and retail accounts across Western Canada.
• Diamond Estates Wines & Spirits: Canadian wine producer and agency with both proprietary brands and a third-party wine/spirits agency business. Overlaps with Vintage West in representing international wine and spirits brands into Canadian retail and on-premise channels.
• Dandurand: Canadian alcohol sales and marketing agency where Patricia Casanova (Vintage West's BC Sales Director) previously served as GM Western Canada for 14 years. Operates a directly analogous agency model representing wine, spirits, and other beverage alcohol brands across Canada.
• Charton Hobbs: Canadian sales and marketing agency representing premium wine and spirits brands nationally. Competes for supplier mandates that Vintage West targets, particularly in the on-premise and premium retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/VWWine
• Facebookfacebook.com/VintageWestWineMarketing
• Instagraminstagram.com/vintagewestwine
• LinkedInlinkedin.com/company/vintage-west-wine-spirits-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Vintage West Wine & Spirits