Strategic Challenges in a Shifting Industry: Navigating the BC Liquor Market
Gelareh Farhadian (University Canada West); Dave Keighron (Douglas College)
Abstract
In early 2023, Bruno Gervers, a French-born wine expert and founder of Caudalys Wine Consulting in Vancouver, British Columbia, Canada with fifteen years' experience navigating the most regulated and complex liquor market in North America (Government of British Columbia, 2025), had two weeks to present a growth strategy to his key Vancouver-based client before the Q3 fiscal planning session. Gervers' client wanted to explore new growth paths since the General Employees' Union (BCGEU) Liquor Distribution Board (LDB) distribution strike in 2022 had disrupted province-wide liquor distribution and exposed the vulnerabilities of private retailers in the centrally controlled LDB model. The client, heavily dependent on imported stock, suffered significant product shortages and a 20% decline in revenue during the strike. Although operations had stabilized, the experience prompted the client to reassess its growth strategy.
How to cite
Gelareh Farhadian et al. (2025). Strategic Challenges in a Shifting Industry: Navigating the BC Liquor Market. Open Access Teaching Case Journal, 3(2). The Case Centre, reference 210741.