About us
Who We Are
Agence Vitriol, is a craft beer import agency from Quebec, Canada, founded in 2016 by two beer lovers, Éric Michaud and Jean-François Lussier, who were joined by Martin Hébert in 2018. The goal of the partners is to bridge the gape between beer aficionados and foreign craft breweries. Since its beginning, Agence Vitriol has progressively expanded its portfolio to include craft cider and spirits as well as a range of alcohol-free craft beverages. In 2023, Vitriol merged with competitor Importation Pivot, and Pivot founder Frédéric D’Amours joined the Vitriol team in order to share ressources and knowledge.
Distribution is done through different channels.
The team
Martin Hébert
Associate
Before embarking on the Vitriol adventure in 2018, Martin was a consultant for Glutenberg to help them develop their market in Southern California. During his 3 years in California, he completed the Professional Brewing formation of the University of California in San Diego while writing for the Bières et plaisir journal distributed around the Québec province. He’s been in the craft beer industry for more than 15 years with Brasseurs RJ and numerous professional brewing collaborations under the name “L’Insulte”.
Jean-François Lussier
Co-Founder
JF has an eclectic studies background: natural science, social science, art history, screenplay writing, litterature. He worked for a long time as a cook, then as a waiter, before beginning to invest in estate. He is passionate about craft beer for many years and has long been keeping an eye on the private import market in Québec province.
He has traveled far and wide to discover beer cultures around the globe.
Éric Michaud
Co-Founder
Coming back from a six-month-trip in England in 2011, Éric began to import stuff in Québec province:
The best England brewery: The Kernel Brewery of London
The tap takeover concept: the first in Québec with Micro du Lac-St-Jean on taps taking place at Broue Pub Brouhaha
The #IPAday concept: again at Broue Pub Brouhaha on August 1st 2012, but what will be always remember is the 2013 edition where the bar exploded
After two or three years slowing things down, he co-found Agence Vitriol with JF to do beer-related stuff again.
