Deals Case Studies: Québec Liquor Board

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Québec Liquor Board

has sold the business and assets of

Maison des Futailles to Kruger Inc.

vendor advised by


The Québec Liquor Board wanted to divest its company asset Maison des Futailles, a Québec bottler and marketer of wines and spirits. However, the company was operating in challenging market conditions with new market entrants competing for the same buyers.

PwC approach

Acting as a business advisor to the seller, PwC managed a highly competitive process and included Kruger as a “non natural” buyer on the list of potential buyers. PwC also addressed the company’s challenges by negotiating a new union agreement and several other commercial agreements.

Client benefits

After running an auction process with several interested parties, Maison des Futailles was successfully sold to Kruger Inc. This transaction enables Kruger to grow its market share in the consumer products sector while diversifying its activities in the retail network.

PwC Specialist

Frédéric Bouchard (CA, CFA) has assisted middle-market private companies in raising capital, acquisitions and divestitures since 1997. He specializes in mergers and acquisitions.