Foster's Wine Estates Canada Expands Direct Sales Model To Eastern Provinces

    Quebec/Atlantic Representation by Maxxium Concluded

    TORONTO, April 1 /CNW/ - Foster's Wine Estates (FWE) has ended its broker
relationship with Maxxium in Quebec and the Atlantic Provinces and will
transition to a direct sales and marketing model, completing the company's
national direct representation of its portfolio of award-winning brands.
    "Foster's investment demonstrates the importance of the Canadian market
to the global business," stated Steven Poirier, VP/General Manager, Canada. He
added, "The national direct sales model maximizes Canadian resources and will
unite the country's customer facing representatives. It provides a closer
connection to retailers and an optimal structure that can be leveraged to
support marketing initiatives and product introductions."
    Foster's Quebec/Atlantic division will be led by Regional Manager Daniel
Lavergne at the company's Montreal office. "The change simplifies our
go-to-market strategy enabling us to more effectively manage our brands and
support national objectives," stated Daniel.
    Lavergne previously managed the region's business through Maxxium under a
broker model since Foster's Wine Estates Canada's inception in 2005. Prior to
this, he oversaw the Quebec/Atlantic business of Southcorp Wines Canada,
subsequently acquired by Foster's.

    Foster's Wine Estates is the premium wine portfolio owned by Foster's
Group of Australia. With a proud history that dates back to the 1800's,
Foster's Wine Estates produces and markets an international portfolio of
highly respected branded wines from iconic estates like Beringer Vineyards,
Stags' Leap Winery and Chateau St. Jean in California, Penfolds, Lindemans and
Wolf Blass in Australia, Castello di Gabbiano in Italy, and Matua Valley in
New Zealand. Many of these estates were founded by pioneers in their regions
and continue to craft wines at the forefront of quality, innovation and
regional expression. More information can be found at

For further information:

For further information: Media contact: Angela Lyons, PR Director -
Canada,, (416) 669-8225

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