Distillerie NOROI

What Distillerie NOROI does

Distillerie NOROI is a privately held craft distillery headquartered at 6600 boulevard Choquette in Saint-Hyacinthe, Quebec, operating a single production site and on-site retail boutique. The company manufactures and sells an unusually broad portfolio for an artisanal producer, spanning alcoholic spirits (gins, vodkas including the Ward Vodka co-brand, liqueurs, bitters, and Aperitivo), ready-to-drink cocktails (both alcoholic and non-alcoholic), an alcohol-free spirit line under the Esprit brand (Esprit-de-London, Esprit-des-Caraïbes, Esprit-d'Italie, Esprit-du-Tennessee, Esprit-de-Mexico), and specialty mixology ingredients including a vegan foamer that replaces egg white.

The company's core technical differentiator is a proprietary cold distillation process using a glass vacuum still (the "King of the North") that operates below 0°C. By reducing pressure rather than applying heat, the system allows delicate ingredients — citrus peels, fresh berries, maple, boreal botanicals — to be processed without the thermal degradation typical of conventional distillation, yielding spirits with more complex aromatic profiles than heat-based methods permit.

NOROI generates revenue through multiple streams: wholesale distribution of alcoholic spirits through the Société des Alcools du Québec (SAQ) at SAQ.com and physical retail, direct-to-consumer sales at the Saint-Hyacinthe boutique, e-commerce sales of non-alcoholic and specialty products that can legally be shipped (bitters, foamer, alcohol-free spirits and RTDs), and paid private mixology workshops plus tasting room rental for corporate and private events. The customer base spans discerning cocktail enthusiasts, corporate gifting and event clients, and Quebec on-premise accounts; marketing is driven by a bilingual website with 80+ cocktail recipes, a newsletter, Instagram campaigns including the #JaiMaNoroi contest, and the celebrity co-branding partnership with comedian Mike Ward for Ward Vodka.

Name

Distillerie NOROI

Legal name

Distillerie Noroi

Website

https://distillerienoroi.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Distillerie NOROI is a privately held craft distillery in Saint-Hyacinthe, Quebec, producing alcoholic and non-alcoholic spirits, RTDs, bitters, and a vegan foamer using proprietary cold vacuum distillation, sold through the SAQ, an on-site boutique, and e-commerce.

Ownership category

akta.pro rank

Product category

Craft Distillery / Spirits & Beverages

NAICS

Distilleries (312140), Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Craft Distilleries & Microdistilleries (THAFALAH), Distilled Spirits Production & Distilling (AFAFAAAC), Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF), Distilleries (Tasting Rooms) (THAFALAG), Non-Alcoholic Craft Beverage Bars (Mocktail/Zero-Proof Bars) (THAFAKAF)

Keywords

• Craft spirits production
• Artisanal gin vodka
• Cold distillation technology
• Ready-to-drink cocktails
• Alcohol-free spirits

Headquarters

HQ city

Saint-Hyacinthe

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Spirits (Alcoholic Beverages): Sale of alcoholic spirits including gin, vodka, liqueurs, and bitters manufactured at the Saint-Hyacinthe distillery. Products sold through SAQ retail locations and the SAQ.com marketplace, and directly at the distillery boutique.
2. Ready-to-Drink (RTD): Pre-mixed cocktails packaged in cans or bottles, available with or without alcohol. Distributed through SAQ and the distillery boutique.
3. Alcohol-Free Spirits and RTD: A range of non-alcoholic spirits (spirits-style beverages) and ready-to-drink alcohol-free cocktails. Sold directly through the distillery's e-commerce platform and boutique, as SAQ regulations permit online sale of non-alcoholic beverages.
4. Bitters and Foamer: Specialty cocktail ingredients (bitters in various flavors and the vegan foamer) sold directly at the distillery boutique and through the e-commerce storefront, as these non-spirit items can legally be shipped.
5. Mixology Workshops and Tasting Room Rental: Revenue generated from paid mixology workshops and private tasting room rental events hosted at the distillery location, offered as mixology courses and corporate/private event packages.

Go-to-market motion4 records

Distribution channels4 records

Marketing channels6 records

Core offering

Distillerie NOROI is a Quebec craft distillery that manufactures and sells artisanal spirits (gins, vodkas, liqueurs, aperitifs, amaretto), alcohol-free spirit alternatives, ready-to-drink cocktails, bitters, and a vegan foamer mixology ingredient. Production relies on a proprietary cold distillation process using a glass vacuum still, and the company also operates an on-site boutique in Saint-Hyacinthe where the full product range is sold directly to consumers.

Product overview

Distillerie NOROI is a Quebec-based artisan distillery that produces a diverse portfolio of spirits, alcohol-free alternatives, ready-to-drink cocktails, bitters, and mixology ingredients. The product lineup includes: spirits (gins including Dry Gin aux petits fruits du Québec, Dry Gin Boréal, Dry Gin Canada 72, Gin à l'érable, Gin au miel, and various flavored vodkas); alcohol-free spirits under the Esprit line (Esprit-de-London, Esprit-des-Caraïbes, Esprit-d'Italie, Esprit-du-Tennessee, Esprit-de-Mexico); liqueurs (orange including aged, raspberry, cranberry, maple, lemon, lime, grapefruit, herbal, and plum); amers/bitters (orange, juniper burst, floral, lemon-lime, peach-apricot, northern classic, passion fruit-currant); ready-to-drink beverages including Brise-Glace (gin-tonic), Havana (raspberry mojito), Sabrosa, Ward Cola Diète, and various vodka cocktails; and mixology ingredients such as Émulsifiant (vegan foamer) and Aperitivo. The distillery differentiates itself through unique cold distillation technology that preserves delicate flavors, working with fresh ingredients like citrus peels that would be altered by traditional heat-based distillation.

Differentiator

Problem solved

Functional benefit

Products and services

• Artisanal Spirits (Gin, Vodka, Liqueurs, Aperitivo, Amaretto) A core portfolio of artisanal spirits including multiple dry gins (Dry Gin, Dry Gin aux petits fruits du Québec, Dry Gin Boréal, Dry Gin Canada 72, Gin à l'érable, Gin au miel, Gin aux bleuets et mûres sauvages), vodkas (Vodka, Vodka citron & lime, Vodka Pamplemousse, Vodka aux piments forts, Ward Vodka), liqueurs (orange including aged, raspberry, cranberry, maple, lemon, lime, grapefruit, herbal, plum), Aperitivo, and Amaretto. Designed for premium cocktail preparation at home and for gifting.
• Ward Vodka (Mike Ward collaboration) Artisanal vodka co-developed with comedian Mike Ward, described as remarkably smooth and prepared artisanally at an accessible price point. Initially available exclusively on SAQ.COM. Each bottle was autographed and numbered for the launch.
• Alcohol-Free Spirits (Esprit line) Non-alcoholic spirit alternatives under the Esprit line, including Esprit-de-London (non-alcoholic gin), Esprit-des-Caraïbes (non-alcoholic rum), Esprit-d'Italie (non-alcoholic Aperitivo), Esprit-du-Tennessee (non-alcoholic whiskey), and Esprit-de-Mexico. Produced using unique cold distillation to preserve taste without alcohol.
• Ready-to-Drink Cocktails Pre-mixed cocktails packaged in cans or bottles, available with or without alcohol. Includes Brise-Glace (non-alcoholic gin-tonic, 4 x 355ml), Havana (non-alcoholic raspberry mojito), Sabrosa (new non-alcoholic RTD launched January 2025), Ward Cola Diète (vodka cola diet, May 2024), and various vodka cocktails (raspberry & blackberry, sour lemonade). Distributed through SAQ and the distillery boutique.
• Cocktail Bitters (Amers) A range of bitters including Amer à l'orange, Amer Éclat de genièvre, Amer floral, Amer citron & lime, Amer pêche & abricot, Amer Classique du Nord, and Amer fruit de la passion & groseille. Concentrated aromatic bitters produced from alcohol maceration with fresh fruits and a house spice blend, designed to enhance cocktail flavors.
• Vegan Foamer (Émulsifiant) A vegan foamer substitute for egg white in cocktails. Odorless and flavorless, preservative-free, requiring only a few drops added to a shaker mixture to create foam. Sold directly at the distillery boutique and through the e-commerce storefront.
• Private Mixology Workshops & Tasting Room Rental Paid mixology workshops and private tasting room rental events hosted at the Saint-Hyacinthe distillery. Offered as mixology courses and corporate/private event packages, designed to convert participants into direct purchasers and provide experiential brand engagement.
• Corporate Gifting Program Corporate gift solutions featuring NOROI's range of artisanal Quebec-made spirits, alcohol-free alternatives, and cocktail ingredients, designed for businesses seeking distinctive Quebec-made gift options.

Quantifiable outcome

• Cold distillation enables use of fresh, delicate ingredients such as citrus peels that cannot be processed by traditional heat distillation

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Mike WardcoreStrategic or Co-development Partner · 23 May 2024Comedian Mike Ward partnered with NOROI's team of mixologists to co-develop Ward Vodka, an artisanal vodka launched May 23, 2024. Mike Ward, described as a demanding vodka enthusiast, selected NOROI for the quality of their work and products. The vodka is described as subtle and remarkably smooth, prepared artisanally at an accessible price point. 100 autographed and numbered bottles were distributed randomly to online purchasers. The product was initially available exclusively on SAQ.com.
• SAQ (Société des Alcools du Québec)coreChannel Partner/ Reseller/ DistributorThe SAQ is the primary retail distribution partner for NOROI's alcoholic spirits across Quebec. The SAQ does not permit home shipping of spirits, limiting online direct sales of alcoholic products. However, the SAQ carries NOROI products at retail locations and SAQ.com, providing wide provincial reach.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• CÎROC Vodka: Major premium vodka brand distributed through SAQ and competing for the same premium/cocktail occasion as NOROI's vodka lineup (including Ward Vodka). Represents the scaled, celebrity-backed incumbent that NOROI's celebrity co-branding strategy attempts to emulate.
• Tanqueray: Global premium gin brand with broad SAQ distribution. Competes in the same cocktail gin occasion and offers a benchmark for the scale and marketing intensity NOROI must contend with in the Quebec gin category.
• Seedlip: Pioneer non-alcoholic spirits brand and the global benchmark for the alcohol-free 'spirit-style' beverage category. Competes with NOROI's Esprit line on the same sober-curious consumer occasion, with far broader international distribution.
• Lyre's Non-Alcoholic Spirits: Category-defining non-alcoholic spirits brand offering gin, rum, whiskey, aperitivo alternatives at global scale. Direct competitor to NOROI's 'Esprit' alcohol-free line, with vastly greater distribution and marketing budget.

Direct peers

• Dillon's Small Batch Distillers: Ontario-based craft distillery with broad portfolio including gin, vodka, liqueurs, bitters, and RTDs — closely mirroring NOROI's diversified product mix. Competes in adjacent provincial craft market and benchmarks the same product/category breadth.
• Cirka Distilleries: Quebec craft distillery producing gin, vodka, and other spirits distributed through SAQ. Comparable product portfolio, same primary distribution channel, and similar premium craft positioning targeting cocktail enthusiasts in Quebec.
• Fee Brothers: Specialist cocktail ingredient manufacturer producing bitters, foamer/egg-white substitutes, and mixology supplies — directly comparable to NOROI's bitters line and vegan Émulsifiant product line.

Emerging players

• Rutte Distillery: Craft distillery known for artisanal gin, liqueurs, and bitters with a focus on botanical craftsmanship. Comparable product breadth across cocktail ingredients (gin, bitters, liqueurs) and similar craft scale.
• Spirits of Mendocino: Small craft distillery with broad artisanal portfolio spanning gin, vodka, liqueurs, and cocktail ingredients. Comparable craft scale, product breadth across cocktail-making categories, and focus on experiential/brand storytelling.

Regional players

• Distillerie Saint-Esprit: Another Quebec-based craft distillery producing artisanal spirits using local ingredients. Direct geographic and product overlap with NOROI's Quebec terroir positioning, though typically smaller in scale and without the proprietary cold-distillation differentiation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/distillerienoroi
• LinkedInlinkedin.com/company/distillerie-noroi

Revenue estimate

Valuation estimate

Number of profiles

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 Distillerie NOROI