Trema Café Is Making Its Way Across Québec Thanks to Labatt Breweries

Launched almost exactly one year ago (November 19, 2024), Trema Café is entrusting the distribution of its ready-to-drink beverages to a major player in the industry: Labatt Breweries. This collaboration will allow Trema Café to ensure full distribution across Québec through the BEES platform, enabling the brand to reach an even wider Québec audience starting today.

Trema Café’s First Year in Numbers
After one year of operations, the company founded by entrepreneurs and comedians Louis Morissette and Phil Roy is showing remarkable growth.

• • More than 1.7 million cans sold on the Québec market;
  • Over 2,000 points of sale already offering Trema Café products. This number will rise to more than 4,500 in early 2026 thanks to BEES;
  • Distributed across more than 25 retail banners in Québec.

The main goal Trema Café had set for its first year was to establish a presence across the entire province, allowing the brand to focus its 2026 efforts on expanding into the Canadian market. Thanks to this strategic collaboration with Labatt Breweries, Trema Café has reached a pivotal milestone in its growth, solidifying its position among Québec’s most dynamic emerging brands.

What Is Trema Café?
Delicious and convenient ready-to-drink coffees designed to simplify your day.

• • 4 flavours: Latte, Mocha, Vanilla, and Extra
  • 125 to 175 mg of caffeine per can
  • Made with 100% Canadian milk
  • Gluten-free, no preservatives
  • Few ingredients, big flavour
  • And above all… many new products to discover starting in 2026!

Unprecedented Access to the Entire Québec Market
Thanks to the BEES platform and the distribution network of Labatt Breweries, Trema Café can now reach points of sale that were previously inaccessible. This collaboration ensures a presence in every region of Québec, including more remote markets where a young local company does not yet have the logistical capacity to operate.

By relying on Labatt Breweries’ sales force and province-wide coverage, Trema Café is reaching a key milestone in its development, all while maintaining its Québec identity and its close connection to local consumers.

“The support of an internationally renowned company like Labatt Breweries represents a strategic growth opportunity for us. Through this partnership, we will be able to accelerate the development of our brand and expand our presence to better serve consumers across Québec.” — Patrick Simard, Chief Operating Officer, Trema Café

 

“This partnership with Labatt Breweries is a true vote of confidence in a Québec brand. It confirms Trema Café’s potential to become a major player in the industry, while allowing consumers to continue supporting local products in the face of large foreign competitors.” — Louis Morissette, Co-founder, Trema Café

 

“We are pleased to leverage our logistics network, 11 distribution centres, and over 1,300 employees in Québec to help Trema Café reach new heights. Thanks to our BEES platform, this Québec product will now be accessible at scale throughout the province.” — Marc-Olivier Bourgeois, Vice President Québec, Labatt Breweries of Canada

 

“We are still often asked if our coffees are available in certain locations across Québec. Thanks to this partnership, we can finally meet that demand and ensure that our popular product is accessible everywhere.” — Phil Roy, Co-founder, Trema Café

 

About Trema Café
Founded in 2024 by entrepreneurs and comedians Louis Morissette and Phil Roy, in collaboration with Station agro-biotech, Trema Café is a Québec-based company specializing in ready-to-drink lattes. Designed to simplify the busy daily lives of its customers, Trema Café stands out for its local approach and authentic coffee flavour. In less than a year, Trema Café has sold over 1.7 million cans in the Québec market and is available in more than 2,000 points of sale.

Trema Café products are manufactured by Station agro-biotech, a company specialized in the development, production, and commercialization of innovative alcoholic and non-alcoholic beverages. With unique facilities in Canada, state-of-the-art equipment, and its own research and development laboratory, Station agro-biotech focuses on creating distinctive products—from formulation to market launch—placing innovation at the heart of its process.

About Labatt Breweries of Canada
Labatt Breweries of Canada is one of Canada’s most established companies and one of the country’s leading beverage companies, with more than 3,600 employees, an unrivaled portfolio of over 60 quality beers, ready-to-drink and non-alcoholic products, and six core breweries and four craft breweries from coast to coast.

Our employees are the driving force behind our company, brewing some of the world’s most loved beverages, building iconic brands, and creating enriching experiences for Canadians. With 178 years of brewing excellence behind us, we’re always looking to deliver new ways to experience life’s moments, dreaming big to advance our industry, and making a meaningful impact on our communities through our collective purpose of creating a brighter future.