A new whiskey launched in Thetford Mines Courrier Frontenac

Thanks to her new delicate whiskey liqueur, the founder of HERA, Marissa Fortin, wants to reinvent this type of alcohol in order to make it more accessible. This product has a symbolic aspect for the entrepreneur, having always been considered a drink appreciated and consumed by men.

“It's a spirit that has always intrigued me because of its history and taste profiles. I have a drink once in a while and love beer and wine for their tasting aspect and experiences, but when it came to spirits there was no equivalent for me. I was looking for an option that I could drink on ice without adding sugar and calories, ”she explained in an interview with Courrier Frontenac.

Historically, whiskey has mostly been associated with men and she felt that in 2021 it was time to make this product symbolic for women too. “Both in my professional and personal life, there were a lot of contexts where guys gathered around a glass of whisky. For my part, at 40% alcohol, I found it too strong. I thought to myself why not invent a less strong one while retaining its authentic taste. This is how the idea of ​​creating this company began to germinate in my head, ”said the one whose office is located at the Espace entrepreneurship region of Thetford (E2RT).

Working in business development in Montreal, Marissa Fortin made a real life change when she moved to Thetford about a year ago. “I was working 80 hours a week and traveling six months a year. I didn't have time to think about anything else, but a year ago I made some big life changes. I needed it for my mental and physical health. I had reached a point where I had nothing to lose. »

She then began to survey the industry to gauge interest. The reactions have been positive. “One thing leading to another, talking to one person and another, I surrounded myself well. I had a very clear vision of what I wanted. I started developing the recipe in June and the product has just arrived at the SAQ. It all unraveled quickly. »

HERA is currently available in 89 branches across Quebec. This number should gradually increase depending on the amount of inventory. Note that the work on the label was created by Lysa Jordan, a Quebec painter.

A symbolic name

@janetmachuka_ I've heard people praising 'how to be a tyrant'.. I'll have to watch it now

— girlcoder😊 Sat Jul 24 16:20:16 +0000 2021

The company name, HERA, takes on two dimensions. The ERA portion, which means era, represents a new era in the industry, the founder thus wanting to reinvent great classics according to the needs of society. “Consumption and lifestyle habits change over time. My goal is to breathe new life into classics. ERA is also a personal matter. Starting this business represents a new era for me. All my life I tried to follow the standards, to fit the mold, but it caused me anxiety and it didn't join me. At some point, I realized that I could change that, that I had control over it. It's been so good for me and that's what I want to show people,” Marissa said.

In the name HERA, there is also the word HER associated with the feminine in the English language. “I wanted to create this product, more associated with men, in order to give it a symbolism for women. I wanted to celebrate the moments of female victory. I am aware of the challenges we face. I want to encourage people to dare to be themselves, to assert themselves, to dream and to go for it, especially women. There has been a lot of improvement in society, but there is still work to be done. »

HERA nevertheless remains a product that can be enjoyed by all. “I've had comments from men saying they really like the flavor and the fact that it's a 25% alcohol drink. They can enjoy it more before feeling the effects. »

Projects

A second HERA product is already in development. If all goes well, it should be available by the end of the current year. Marissa Fortin has a lot of ambition for the future of her business. Eventually, she would like to open her own distillery. Its product is currently bottled in Cowansville in the Eastern Townships.

Note that 1% of each sale will be donated to local initiatives helping women in need. It was important for the entrepreneur to get involved in this way. “All my life, I wanted to make a difference. It's one of my core values. By founding my company, it allows me to make this gesture and give back. »

Finally, Marissa is delighted with the support she has received since its launch. “The support I have in Thetford is so heartwarming. I did not expect that. I'm happy, it's a beautiful place with incredible people. »