After university, Jeff moved to Calgary from Winnipeg with an aspiration for a career on the ski hills.  He ended up in the liquor industry and hasn’t looked back.  “It’s exciting to be an active and key component in such an established company with such a passionate team of staff.” While his base of knowledge is well rounded and his experiences have taught him endless tips of the trade, Jeff is very much hungry to learn everything this industry has to offer whether it be organically or in a structured format.  “While it’s hard not to love our annual Charity Wine Auction, the smaller classroom style events really stick out as a feature part of our company.  They are hands on and an ideal opportunity to learn new things in an intimate surrounding with lots of time to discuss and ask questions.”

In all his travels, his favourite part of the industry is learning how wine pairs with local cuisine because it brings his love for food and cooking from scratch together with his love for wine and cocktails.  Jeff encourages his customers to “buckle up and enjoy the ride” in regards to trying new libations with different foods.  “Try not to be too upset if something doesn’t end up the way you thought it would- a pairing mistake can be one of the best learning experiences out there.” One of his favorite pairings is a demi-sec Vouvray with spicy Asian style dishes.