Crush 2019

Growing a new
industry in Manitoba
Shrugging Doctor Beverage Company
produces wine in an unexpected place
By Taryn Rittberg
When it comes to wine in
Canada, the first location
that comes to mind is
most likely not Winnipeg, Man.
But, two born-and-raised Winnipeg
entrepreneurs are hoping to change
that.
Shrugging Doctor Beverage Company
is a Winnipeg-based winemaking
company co-founded in 2016 by
Willows Christopher and Zach
Isaacs. It is focused on providing the
most unique and versatile alcohol
experience in the province made
from locally grown produce.
“It was a perfect storm of conditions,”
says Christopher, when thinking
about how it all began. “Looking back
at the first iterations of the business
plan, I cringe, I can’t believe I thought
that would have ever worked. And
when you’re 18 and you walk into a
bank and say ‘I’ve never had a job
before, I’ve never run a business,
I have no credit history, I have no
assets, and I want to start a business
making wine’, it’s a little hard to get
funding.”
The duo started with only $50 of
their own money, which they spent
on homebrewing equipment. They
ended up going to Futurpreneur,
a non-profit, government-funded
organization which funds small
businesses and young entrepreneurs,
and they were able to help them
refine their business plan.
A variety of wines in the Shrugging Doctor warehouse.
When it comes to making wine,
Manitoba does present some
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