Canadian market for the alcohol industry presents peculiarities that make it different from others, mainly because there is an agency responsible for  importing, distributing and marketing alcoholic beverages basically in all the provinces in Canada, (except for the province of Alberta, where it was privatized). That is who BM is, a Liquor Agent in Canada

BM Group is one of these authorized multiprovince agent and its main target are European wines. Currently, BMG is working with the most popular winery in Central Spain. The region is worldwide known as La Mancha where the legendary story of “Don Quixote” is. Also, the most prestigious winery from Ribera del Duero that aged some of their wines in clay amphoras and the Italian wine from Sicily.

BM group INC was founded in 2018. It is a hybrid company that involves the two main aspects in the market, sales and services aiming at environmental care. Its purpose is importing goods to satisfy the local demand, but at the same time offers a special service to guarantee the best price/quality on its products. It started operations in the alcohol industry in Alberta. Thus, the main attraction is bringing these special products to Canada. Grant states that differentiators are the key to a healthy business in the market. It is “not about pursuing uniqueness for its own sake. Differentiation is about understanding customers and how to best meet their needs” (**Grant, 2018).