Jessica Harnois path and mine crossed years ago, when Harnois was the President of the Canadian Association of Professional Sommeliers (CAPS). At the time I was a CAPS regional president, before eventually taking on the national President role, myself, a few years later. Harnois at the time was already a star on the world Sommellerie stage, working previously at some the top restaurants in the world including Toqué in Montreal, Charlie Trotter’s in Chicago, and Tetsuya’s in Sydney (Australia), but her path as an entrepreneur was in its more formative stages. This path which has seen her become a much sought after speaker, wine critic and commentator, came to a pinnacle with her creating Bù wines in partnership with Arterra Canada.
In a world where wine experts focus on terroir and individuality, Bù wines have emerged as a brand that simplifies the equation to quality in every bottle. Bù wines are a testament to Harnois’s experience as a wine buyer with Quebec’s liquor monopoly, the Société des alcools du Québec (SAQ). In this role she says “you understand wine but more importantly you understand what your clients like to drink. You’ll understand the importance of value.”
At the root of the brands success is Harnois and team’s meticulous selection. With a sense for a taste of balance, they handpick wines that not only stand out in their quality but also in their ability to resonate with the tastes of Canadian wine lovers. It’s an unlikely story of being more environmentally responsible. Although the wines are being made around the world, Harnois and Arterra ship the finished wine to Quebec for bottling. This in combination with their light-weight bottles reduces the brands carbon footprint. A collateral benefit according to Harnois “is the price. It would be a wine that costs twenty dollars (if shipped in bottles from market) but on store shelf it is fifteen.”
These are not just any wines; they are selections from vineyards celebrated across the globe for their exceptional grapes and for producing varietals that authentically express their origin. Harnois searches the globe for the best wines for the best price. This dedication has resulted in Bù climbing to the top of the sales charts in Quebec. The brand is the best selling amongst those packaged in standard 750-ml bottles in Quebec. A clear indicator of the brand's popularity and its ability to cater to a broad audience, providing quality wines that don't break the bank. Jessica's mission to democratize fine wine is at the core of Bù's philosophy. Her expertise, culled from a career among the finest in the industry, is now channeled into making premium wines accessible. Bù wines were recently featured at the Moncton Wine Expo and are quickly showing up on shelves throughout Atlantic Canada.
