La Céleste Levure is more than just a business. It’s a family of goodhearted people who put their talents forward and embark on this pleasant adventure. That’s why members of our team who share our values are here to stay.
La Céleste Levure is a Quebec agency dedicated to wines.
Since 1993, we have never faltered from our mission of providing a knowledgeable, respectful, effective, and passionate representation of the wines we are entrusted with bringing to market, and ensuring that the presence of the name Céleste Levure on the bottle remains a predictor of authenticity, quality and uncompromised pleasure for what is inside.
La Céleste Levure arose from a combination of Charles Goyer’s passions, back when he was still a young PhD student: yeast, the genes of which he studies, and wine, made from yeast.
In 1989, Goyer starts a tasting club which leads to the creation of a wine agency dedicated to California wines in 1993. At the time, La Céleste Levure, the work of a man and often his wife Sylvie, merges with an established Quebec agency to ensure a better distribution of its wines on the market.
With the arrival of André Tremblay, passionate investor, in 2000, La Céleste Levure becomes independent, to better meet the demands of both its customers and producers, and address the challenge of an increasingly competitive environment.
La Céleste Levure has always focused on authentic high quality wines, targeting among others, the sophisticated consumer ready to invest more to satisfy his passion. Over time, our range has expanded and diversified, always with the aim of offering wines to satisfy a variety of tastes and budgets. Nevertheless, the name Céleste Levure on the bottle remains a pledge of integrity and pleasure without compromise.
La Céleste Levure represents over a hundred producers from different areas of the world, with an emphasis on California, Spain, France and Italy. To better serve our suppliers and customers, we rely on private importation as well as distribution through the SAQ stores, our provincial monopoly and most important partner. Because we promote continuous and long-term relationships with our suppliers, we use private import as a brand development tool rather than an end in itself.
La Céleste Levure is a Quebec wine agency located in Montreal and specializing in the representation of high-quality wines.
La Céleste Levure is a recognized leader in Quebec in representing high-quality wines. We have gained this reputation by meticulously selecting the producers with whom we work and giving them our undivided attention.
Once an initial contact is made with a producer whose wines seem to complement our portfolio, we invite him to send us samples. The wines are tasted by a panel of sales representatives and company executives. Different criteria lead to a decision regarding the supplier’s representation by La Céleste. Such criteria include (but are not limited to) taste, authenticity, originality, value and ultimately the pleasure the wine provides.
We will then look at the best way and most appropriate time to introduce the products in Quebec and recommend a marketing strategy. Depending on criteria such as reputation, price, scarcity and call for tenders, a wine will immediately be sold as an SAQ specialty or will first be privately imported. Some wines will eventually become regular products, available at all times in SAQ stores.
La Céleste Levure has developed the tools and know-hows enabling our suppliers to thrive on the Quebec market, whether their wines are occasional specialties or general listings.