A Quebec success with an Italian accent and a well-kept secret, this is how we could describe the Geloso Group, manufacturer and distributor of low-alcohol drinks, which has just signed a partnership with the American giant Boston Beer.
Groupe Geloso will distribute Samuel Adams, Twisted Tea and the novelty Truly, a seltzer. Eventually, the Laval company could also manufacture products for its new partner.
“Having an international player join us gives us a spirit of confidence, it’s like coming out of a motivational conference! smiled Aldo Geloso.
He was the one who approached Boston Beer. As long as you compete with big companies like Labatt, Molson and Sleeman’s, you might as well partner with big players.
“These companies that are on the stock exchange always have access to funds to promote the products and can sometimes afford to lose money. Me, I can’t, so I went to ask a company that has solid backs, ”says the one who manufactures and distributes brands like Poppers, Pepito, Shaker and La Bittt to Tibi.
First liquor license in Quebec
The Geloso family received the first liquor license in Quebec history in 1965. Aldo’s father, originally from Campagna, Italy, took his first steps as an entrepreneur by importing a wagonload of grapes from California for members of his community can make artisanal wine. Later, he wanted to make some himself and sell some. Then, with the efforts of his sons, the business evolved. In the 1990s, the family began distributing imported beers to supermarkets and convenience stores. Aldo Geloso now heads the Group, where his son, brother and four nieces and nephews also work.
“My parents immigrated and were well received by Quebecers. We decided to stay here and not create a company outside. To me, it’s not the American dream, it’s the Quebec dream says the entrepreneur, who is proud to give good jobs to almost 500 workers.
Aldo considers them family. They come from all countries. And if one of them needs help to replace his roof or pay for his car, he gives a helping hand. The family never lost money trusting their employees.
“Everyone needs a little love. When you give respect, you receive it,” says the man who also helps the homeless and supports food aid for 2,500 families in Laval.
A big test
In 2018, Aldo’s heart broke when a Laval teenager drowned after consuming FCKD UP, an 11.9% alcoholic sweet drink made by Groupe Geloso.
“I decided myself to withdraw the product from the market, even if it meant losing millions,” he recalls, his throat tight. ” It was hard. An entrepreneur should never go through this, but I did what I had to do. »
It was a great ordeal, which marked the impressive career of this seemingly tireless entrepreneur. Geloso Group products are now distributed in 80,000 points of sale in Canada and the United States. Every month the sales go up. There have never been subsidies, everything has been financed by the family, through hard work, seven days a week. In Aldo’s DNA, there is the idea that the pleasure is in the work. Never in success.
“We are in a good position, but you should never accept success, because the moment you do it is the beginning of the end. »
He is aware that his name is part of his parents’ heritage and, in this refusal to accept his success, he also expresses his hope that the next generation will know how to honor what has been built.
Geloso Group
- Year of foundation: 1961
- Founder: Vincenzo Geloso
- Place of the head office : Laval
- Activity area : Drinks
- Number of employees : 500
Profile of Aldo Geloso
- Job : President
- Age : 63 years old
- Education: Concordia University, Marketing, Finance and Administration