Toronto, ON – September 30, 2024 — Spirits Canada is thrilled to announce that Brown-Forman and Keurig Dr Pepper (KDP) have joined as members. Brown-Forman and KDP will also be represented on the Board of Directors, marking a significant moment for the association and for the expansion and growth of the spirits industry in Canada. As the spirits sector faces critical challenges and opportunities, the unification and amplification of its voice are more important than ever. The addition of these esteemed companies strengthens Spirits Canada’s collective advocacy and ensures a broader representation of diverse industry interests.

New Board Directors

Jean Gagnon: Vice-President of Cold Beverages, Keurig Dr Pepper Canada

Jean Gagnon serves as Vice-President of Cold Beverages at Keurig Dr Pepper (KDP) Canada. With over 20 years of experience in the beverage and CPG industries, Jean oversees the Company’s diverse cold beverages portfolio, which includes flagship brands such as Canada Dry, Dr Pepper, Crush, Bai, Snapple, Mott’s Clamato, Mott’s Frustrations, and Atypique. His responsibilities encompass ready-to-drink (RTD) products such as Mott’s Clamato Caesar and Snapple Spiked, along with partner brands like Corona Sunbrew, Labatt Blue 0.5%, Bud Zero, Electrolit, and C4 Energy. Additionally, he leads the relationships with our bottling partners and oversees product distribution.

“As the driving force behind Canada’s #1 Caesar, Mott’s Clamato Caesar, which serves over 400 million products each year, I’m thrilled to represent Keurig Dr Pepper Canada on the Board of Spirits Canada,” said Gagnon. “With two decades of experience in the beverage and alcohol industry, it feels natural for me to collaborate with industry peers, stakeholders, and government partners to drive growth and innovation in the Canadian distilling sector.”

Since joining KDP Canada in 2019, Jean has been instrumental in elevating the Company’s cold beverages portfolio. He has successfully introduced notable brands such as C4 Energy and Electrolit, significantly expanding the Company’s market reach and product diversity. Jean was also pivotal in forging KDP Canada’s landmark partnership with Rogers Stadium, marking the Company’s first major league deal for the distribution of its carbonated soft drinks (CSD) and Atypique mocktails. Before his current role leading the cold beverage portfolio, Jean excelled as Senior Director of Revenue Growth Management, where he led initiatives that optimized revenue and contributed to the Company’s overall success.

Before joining KDP Canada, Jean spent over 14 years at La Brasserie Labatt, where he held various senior roles, including Director of Strategies & Client Marketing and Director of Major Accounts. His tenure at Labatt also encompassed roles in Corporate Affairs and Territory Management, providing him with a well-rounded understanding of the industry.

Jean holds a Bachelor of Business Administration in Marketing from HEC Montréal.

Yaser P. Awad: General Manager, Brown-Forman Canada

Yaser is a seasoned leader with over 14 years of experience in finance, sales, and business development, specializing in the consumer goods and alcohol beverage industries. Currently serving as the General Manager of Brown-Forman Canada, Yaser plays a pivotal role in shaping the company’s strategic direction, driving growth, and fostering a vibrant corporate culture.

Before taking on the General Manager role, Yaser served as the Leader of Sales & Business Development for Eastern Canada (Ontario, Quebec, and Atlantic), where he was instrumental in aligning marketing, sales, and distribution strategies to meet annual Sales and financial targets. His leadership and financial acumen were further critical during his tenure as the Finance Director at Brown-Forman Canada.

Prior to joining Brown-Forman, Yaser honed his financial & business management expertise at Nestlé Canada, where he held multiple roles, including Financial Planning and Analysis for the Nestle Nutrition Business and as a Finance co-pilot for the Loblaws and Shoppers Drug Mart’s customer development teams.

Yaser holds a Bachelor of Commerce with specialized honors in Accounting from York University and is a Chartered Professional Accountant (CPA, CMA).

Yaser resides in Toronto with his partner, Tamara, and their dog, Lola.

A Unified Voice for the Industry

“Welcoming Brown-Forman and Keurig Dr Pepper at such a pivotal time underscores the importance of industry collaboration,” said Cal Bricker, President & CEO of Spirits Canada. “With the ongoing shifts in regulatory and consumer landscapes, having these distinguished companies and their leaders, Jean Gagnon and Yaser Awad, on board strengthens our ability to advocate effectively for the distilled spirits sector in Canada.”

Spirits Canada remains committed to advancing the interests of its members and the broader distilled spirits industry. With Brown-Forman and Keurig Dr Pepper joining its ranks, the association is better equipped to address the evolving challenges and opportunities within the industry.

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About Spirits Canada

Spirits Canada is the national trade association representing the interests of Canada’s leading producers, marketers, and exporters of distilled spirits. The association advocates for fair and equitable treatment of spirits products, promotes responsibility in alcohol consumption, and highlights the significant economic contributions of the sector.

For media inquiries, please contact:
Via Dulay, Director, Communications and Public Affairs
via.dulay@acd.ca