Willows Christopher founded Shrugging Doctor Beverage Company as Manitoba’s very first wine vineyard, growing grapes in the Pembina Valley and producing everything from classic varietals to local prairie fruit wines, apple cider, mead from local honey, sangria, and wine coolers at their St. James facility. Operating both a retail store and wine bar/restaurant at 483 Berry Street—where homemade food from local ingredients accompanies wine flights, cocktails, and live music—Christopher entered the business for a simple reason: he likes drinking wine.
What is your business called and what does it do?
Our Company is called Shrugging Doctor Beverage Company. We are the very first Wine Vineyard, ever, in Manitoba. We grow our grapes in the Pembina Valley and make all the wine in Winnipeg’s St. James neighbourhood. In addition to our more classic grape wines, we also make wine out of local prairie fruit. We make apple cider, mead from local honey, sangria and wine coolers.
We sell our wines through Liquor Marts, but also our own store located at 483 Berry Street in Winnipeg. We also have a wine bar and restaurant at that location, where we serve homemade food made from local ingredients, wine flights, wine cocktails, and also host live music and events.
What made you want to do this work?
I got into the work because I like drinking wine!
What problem did you want to solve with the business?
The problem that Shrugging Doctor solves is the lack of Manitoba-grown wine, especially in a time when people are looking to support local more than ever. We produce better-tasting wines than anything else on the market at a reasonable price that Manitobans can get behind.
Who are your clientele/demographics?
We try and have a pretty wide product base to appeal to a wide clientele and demographics. Because we have more traditional grape wine, we appeal to people who want a more traditional taste. Our fruit wine appeals to a demographic of people who want to try something more unique. Our ciders and wine coolers appeal to clientele who want an easier drink or lower alcohol.
How does your business make money? How does it work?
Clientele buying wine from us earns us money.
Where in the city can we find your profession?
We are located at 483 Berry Street in Sunny St. James, where we retail our wine in our wine store. We also have a restaurant and wine tasting room at this location, where you can sit down to enjoy wine flights, wine cocktails, beer on tap, and homemade food made from local ingredients.
Additionally, we are in many Liquor Mart locations across the city, as well as beer vendors and private wine stores.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
Store shelves have hundreds of options for wine, so prospective customers always ask, “Why Shrugging Doctor?” and my answer is: You can taste the passion of what we do in every single bottle. The roots of Manitoba’s agriculture and the passion of our winemaker come through in every sip.
What is the best part about what you do? What is the worst part?
Best part is drinking the wine, worst part is the next morning.
What is your favourite joke about your own profession?
I use a lot of puns like “Grape to meet you” or “Wine Not?”
Where can we follow you?
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