Strategic Wine Consulting for Canadian Market Success
Helping wineries export to British Columbia and Alberta with clarity, confidence, and results.
Why Work With Us?
Export with Strategy—Not Guesswork
We offer strategic wine business consulting to help producers navigate the Canadian market. With over 25 years of experience across wine production, importing, and brokering, we bring an informed, honest, and practical approach to your export strategy. Our goal is to ensure you don’t enter the market blindly—but with preparation and focus that leads to sustainable success.
Who I Am. Why I Do This.
A Life in Wine, Built on Experience and Purpose
I am Pablo Moreno, an agricultural engineer and certified oenologist from Chile, with over 25 years of experience in the wine industry. I have led wine export efforts for Chilean wineries to more than 20 countries and worked as a wine importer in British Columbia and Alberta, Canada, through my company Mas Vino.
read more
I have also served as an international broker for both bulk and bottled wines, connecting producers from Chile, Argentina, Spain, and other origins with markets in China, Japan, Europe, and North America.
I was born in Chile and am now a Canadian citizen. My connection to Canada began in 1997, when I studied at Olds College (Alberta) with a dream of contributing to the booming export movement of Chilean wines. That dream is still alive, but it has evolved: today, my motivation is to help wineries truly prepare before exporting, so they do not enter blindly but with strategy, focus, and real chances of success.
I do not sell magic formulas. I offer strategic, professional, and honest guidance. I do so from a different place: as a consultant, not a middleman. I remain an importer in BC and Alberta, and a broker in other markets, but this new phase allows me to share my experience more directly, without conflicts of interest.
For me, consulting is not just a job—it is a way of life. A way to give back what I have learned, with respect for wine, the land, and the people who work it.
A Proven Framework for Market Entry
Bringing Great Wines to Great Businesses
Preparing for Exports to Canada
Before contacting an importer, you need a clear proposal: a competitive portfolio, FOB or Ex Cellar pricing aligned with market reality, proper packaging, and professional presentation materials.
read more
I will review each aspect of your offer with you and suggest adjustments if necessary. We will create or refine your PDF presentation, review your website, and simulate wholesale and retail prices in BC and Alberta.
This allows us to evaluate your real positioning against the competition and make informed decisions about how to present your wine, in which province, and to what type of customer.
Tailored Strategy by Province
Each province has its own regulatory system. Without understanding how they differ wineries risk missteps that can impact pricing, access, and long-term success.
read more
In British Columbia, distribution is handled by the BC Liquor Distribution Branch (BCLDB). The system is mixed: there are both government-run stores (BC Liquor Stores) and private ones. Government margins are high, but there are key incentives for local wines, such as lower BCLDB margins, promotional support, and exemptions for direct winery sales.
In Alberta, regulation falls under the Alberta Gaming, Liquor and Cannabis (AGLC), but all wine and liquor stores are privately owned. This creates a more flexible environment, with generally lower margins than in BC. Additionally, Alberta has no significant local wine industry, so it does not protect or favor its own producers—or those from other provinces like BC—creating a more level playing field for imported wines.
I help you understand how each system works, calculate realistic pricing, and define a strategy tailored to your product and goals. It is not just about entering the market—it is about doing so sustainably, profitably, and with a clear understanding of the rules.
Market Connection
Many wineries present their wines without knowing if they truly fit an importer’s portfolio. I analyze your price range, review which importers handle similar products, and identify real opportunities.
read more
I provide concrete information about key importers—what they sell, at what prices, and how they position their brands. I also help you prepare your commercial pitch.
If you wish, I can assist in contacting the importer, understanding that success does not depend solely on me—but preparation does. Timing is also essential: maybe now is not the right moment for that importer, but it could be later. I am willing and flexible to support you at the right time.
Market-Oriented Production
I have seen wineries invest thousands of dollars in sales efforts without success simply because their product does not align with market demand. This is not about losing identity but about making smart adjustments.
read more
Does that wine line make sense for BC? Is that Malbec Reserva targeting the right audience? Is that packaging speaking the language of the consumer?
My perspective blends technical and commercial insights. As an oenologist and former export manager, I know that many decisions are made at the winery without understanding how buyers think. I want to help you produce with purpose—not just with tradition.
Ongoing Strategic Support for Clients
I offer services by project, stage, or monthly follow-up. We can start with an initial diagnosis, accompany you to a trade fair, develop your commercial plan, or review your progress in regular sessions.
read more
I also share updated market information, relevant trade shows, and real opportunities. And if I do not see a viable path, I will say so—because your time and investment matter.
Is This You?
Who We Work With
Winery Owners
You’re deeply committed to your craft—and ready to grow beyond your borders. But entering a new market like Canada requires more than great wine. We help you assess whether your offering is a fit for BC or Alberta, refine your presentation, and align your packaging, pricing, and message with market expectations—without losing your brand’s identity.
Export Managers
You already understand the logistics of global trade, but navigating Canada’s unique provincial systems is a challenge of its own. We partner with you to fine-tune your strategy, simulate pricing models, and target the right importers at the right time—so your wines land where they belong, with a plan built on real-world insight.
Book A Free 15 Minute Consultation
Ready to Enter the Market with Purpose?
Let’s determine if your wine is a good fit for BC or Alberta, and how to present it with the professionalism it deserves.
We’ll help you answer three key questions:
-
What do you need?
-
How do you do it?
-
Who do you connect with?
Whether you’re just starting to explore Canada or looking to improve your results, we’re here to help you move forward with focus and confidence.