About
Founded in 2017, amcc is a dynamic partnership that focuses on providing strategic consulting and integrated marketing to the beverage alcohol industry in Canada. The team has broad knowledge across all provincial markets, along with diverse experience in route to market strategy, educational initiatives, event management and media relations.
“Melissa and Andrea are consummate professionals, with impressive attention to detail. The events in which I have participated, and attended, organized by this dynamic team have been seamlessly executed and valuable time well spent.”
Our Mission
Our mission is to provide exceptional marketing and consulting services to the beverage alcohol industry. We strive to bring innovative and effective solutions to our clients while maintaining the highest standards of integrity and professionalism. Our goal is to help our clients grow their brands and increase their market share by understanding their unique needs and delivering personalized strategies that drive success.
We are dedicated to building lasting relationships with our clients and partners while contributing to the growth and advancement of the beverage alcohol industry.
Services
We will help you reach your full market capability.
Marketing Strategy
We work with trade associations and brands to develop and execute a Canadian marketing strategy that includes liquor board advocacy, media relations, events, market development, education, advertising, and budgeting.
Project Management
We plan and execute projects from the development of concept through to budgeting and execution. This includes in person events, virtual events, trade/consumer education and partnerships.
RELATIONSHIPS
Building results driven relationships with key trade, opinion leaders, journalists, retailers and consumers to drive the distribution and promotional objectives of our clients. We house a database of over 8,500 key trade across Canada, it includes media, buyers, sommeliers and educators.
ROUTE TO MARKET
We provide an in-depth overview on how the beverage alcohol landscape operates in Canada alongside a breakdown on the current trends in the market. We analyze your business model and advise on agent representation and channel strategy for the best opportunity for your brand to be successful.
“Andrea and Melissa exemplify professionalism, creativity, work ethic and industry excellence. I have now had the chance to work with them on a few projects and can confidently recommend them. I am very impressed with what they have accomplished and excited to see what’re there doing next.”
Founders
Andrea Backstrom
Andrea comes with experience in key regional and national sales and marketing positions for two leading national distributors. She started her career in beverage alcohol in Vancouver with Mark Anthony Brands, where she worked in sales for 3 years, followed by a move to Toronto where she subsequently worked in regional trade and national brand marketing for 4 years. She was then recruited by Lifford Wine & Spirits where she worked as their Sales Director for 2 years. Throughout this experience she gained an in-depth understanding of route to market and commercialization in all markets across Canada. She has strong relationships with liquor boards and retailers nationally where she has built wine and spirit brands with suppliers from around the world. Andrea is currently a member of the Board of Directors for Drinks Ontario, the provincial trade association representing agents, producers, importers and trade offices, offering a credible voice on trade, regulatory and policy issues.
Melissa Stunden
Melissa comes with experience as a certified sommelier and years of managing regional and national restaurant accounts at a leading wine agency. She started her career in beverage alcohol working at a local winery in Niagara and went on to complete her sommelier education to work at Maple Leaf Sports and Entertainment, one of Canada’s largest food and beverage outlets. She worked under Master Sommelier Jennifer Huether as the Assistant Sommelier for 7 years before making the move to the distributor side of the business. Melissa was recruited by Diageo as their Reserve Brand Specialist where she focused solely on developing the high end wines and spirits portfolio. From there, she moved to Lifford Wine & Spirits where she focused on the restaurant side of the business developing key relationships across Toronto and subsequently took that experience to a national scale where she built the Lifford business into national restaurant chains. Melissa also served on the Board of Directors for the Canadian Association of Professional Sommeliers for 8 years and maintains those relationships today.
Partners
New Zealand Winegrowers
New York Wine & Grape Foundation
Dillon’s Distillery
New Zealand Trade & Enterprise
NZ Lighter - New Zealand Lighter Wines
Kew Vineyards
Angel’s Gate Vineyards
Villa Maria Estate
Snowflake Canada
Thoughtspot Canada
VQA Wine Ontario
SIPS Toronto
Recipe Unlimited
Bachelor Wines
Bridge
Vinho Verde
Good Kids
Oregon Wine
Boldly. NY.
Wine Country Ontario
“It’s such a pleasure to work with Melissa and Andrea in growing the New Zealand wine business in Ontario. They are enthusiastic and passionate about the products and their creativity in targeting a new consumers has been a key contributor to the growth in the category. They are not afraid to try new ideas and they have brought a fresh new approach in presenting and promoting New Zealand Wines. They are a great collaborative partner, always aligning their activations with our common goals. I love their passion and enthusiasm. It is clear they love what they do and they are always so positive and confident.”