By Lidija Biro
A visionary, a maverick, a savvy businesswoman … all apt descriptors for Debbie Trenholm, sommelier and founder of Savvy Company.
Savvy Company is an online marketplace for wines, craft ciders, artisan cheeses and small-batch coffee made across Canada. Customers can order from Savvy’s online shop, become a club subscriber, attend a Savvy event in person or virtually, or have Savvy curate a special gift delivered to the doorstep.
Savvy Company offers a selection of delicious Canadian products from a wide range of producers and price points.
It should be noted that Trenholm was ahead of her time; her company has been operating for nearly 20 years. That’s far before the LCBO launched its online e-commerce platform in 2016 and before the relaxation of rules for home delivery of alcohol during the COVID-19 pandemic. Didn’t we say “visionary”?
Trenholm was recognized by the Canadian wine industry in 2021 with the title of Wine Industry Champion. The award, sponsored by Wine Growers Canada, selected Trenholm for her leadership, commitment and support of Canadian wines and winemakers.
As part of our series about Mavericks in the Ontario wine industry, Wines in Niagara sat down with Trenholm, sommelier and founder of Savvy Company, for a Zoom chat.
Wines in Niagara: What sparked your interest in wine? Tell us a little about your background and how you started Savvy Company?
Debbie Trenholm: I completed a sommelier program at Algonquin College (Ottawa) purely out of interest. Through that program and my own explorations in wine country, I met winemakers and loved hearing their stories. These shared experiences often ended up in friendship … which can be both a benefit and a hazard in business (she laughs.
But I had a career before wine in high tech which involved promoting Canadian companies abroad — mostly in the UK, Europe and USA, so I was always waving the Canadian flag. Eventually it was time to get out of that fast-paced stream.
I remember a snowy day 25 years ago; I came across an article in the Ottawa Citizen. It was about Donald Ziraldo and Inniskillin Winery. But it was something he said that really struck me — “what we need is to showcase Canadian wine to Canadian consumers.”
That stayed with me, so after I completed an executive MBA at Queens University (23 years ago), the idea for Savvy Grapes was born. And I took on that challenge of introducing Canadian wine to Canadian consumers. That was the original goal for the company. Then 12 years ago, we added craft ciders, cheese and coffee to our portfolio.
WIN: What’s your secret to making successful relationships with producers? You represent quite a range of wine, cider and cheese makers as well as coffee roasters.
Trenholm: Relationships are so important and at Savvy we make a point of showcasing local talent. As with wine, there are so many interesting people crafting ciders and cheese. The world of micro-roasted coffee is also really cool.
We treat the producers as friends and help them develop new business opportunities. That way both our and their businesses grow. Now with the tariffs … we need to support local and wave the flag even more than just on Canada Day.
As we speak, Savvy Company is receiving $1,000 worth of artisanal cheese for our Cheese of the Month Club, with subscribers coast-to-coast.
WIN: Is your business model direct to consumer shipment from the producer? Or do you warehouse?
Trenholm: We ship to our subscribers. We do not keep a large inventory in our warehouse. What comes in also goes out quickly, but we leave some items on hand for last minute shopping.
Every month our somms taste and select the best wines — three bottles of red or white wines from one featured Canadian winery — for our Savvy Wicked Wines Club. You can double up and receive six bottles or even a case; and these wines are not for the most part at the LCBO. Using Savvy as a source is a great opportunity to discover new wines.
In addition to our somms, we have a solid team holding down jobs such as community manager/media relations, editor of our newsletter, accountant, events manager, photographer, logistics and virtual event producer.
WIN: What is your mark-up on wine if you don’t mind us asking?
Trenholm: We do not mark wine up; it’s the same as the winery price. We have other revenue streams.
For example, we stage events for which you purchase a ticket such as Taste & Buy or “Meet the Maker.” We have done those at farmers markets followed up with online ordering of wine, cider, cheese and coffee. These events have taken place in Ottawa, Kingston, Toronto and some are virtual events.
We also have four club subscriptions with very accessible pricing.
WIN: How do your subscriptions work?
Trenholm: They are monthly or every other month. You can pause your subscription and re-start anytime. It’s a wonderful community.
Our Savvy Wicked Wine Club is $80 per month for a shipment of three specially selected wines and they are different every month.
The Savvy Cool Curds Club is $69 per month, and we send you a selection of four different gourmet rounds or wedges from one featured cheesemaker’s signature collection.
Savvy In-Cider Picks is Ontario’s first cider-of-the-month club. It’s $69 and the cidery changes every month so that you always get a taste of new ciders in varying sizes of glass bottles and cans.
Savvy Choice Coffee (coffee-of-the-month) Club is also $69, and you’ll discover a new Canadian coffee roaster every month.
For those foregoing alcoholic beverages, we also offer artisanal sodas (cider based) and no/low alcohol wines. So, we have dry January covered.
WIN: Do you use the same courier or shipping method throughout the province?
Trenholm: Our couriers are an extension of our business, and we make sure that they provide good customer service which reflects our high standards. We prefer to use smaller Canadian couriers.
WIN: How many wineries and virtual winemakers do you represent?
Trenholm: I believe we represent over 90% of Ontario’s producers with some from British Columbia, Québec and Nova Scotia. At Savvy we want to share what we love and increase consumer interest in local, Canadian products.
WIN: Where do you see Savvy Company in the future?
Trenholm: We are looking with keen interest to inter-provincial trade changes which would give more access to wines coast-to-coast. We are also focusing on making connections by introducing more Canadians to Canadian wine and the people who produce them.
As a personal example, I met Derek Barnett years ago and we have become friends. So, when I drink Meldville wines, I think of Derek, and it increases my enjoyment of the wine. That’s what we are trying to do for our customers.
WIN: Who are your customers? What are their age groups?
Trenholm: I see them at our events, and they encompass a broad spectrum, aged 25 to 75. Moms and dads, who have been our customers, are now bringing their grown-up children to select wine for weddings.
WIN: What are your thoughts on how best to market Canadian wine?
Trenholm: Since we are a proudly Canadian company, I think appealing to the “pride factor” is a way to convert many consumers to try their first bottle. That’s the easiest sell. Then you need to create experiences that fit into their lifestyles. Also, educating consumers about VQA is very important.
WIN: Do you have a favourite wine or wine style?
Trenholm: It would have to be a sparkling wine. I like to have bubbles in the fridge to enjoy on any occasion. Popcorn and bubbles is one of my favourite pairings hands down.
Stating which one is my absolute favourite is impossible, but I can tell you this … in my fridge right now I have two bottles chilling — Rosehall Run Indigo sparkling and Meldville Wines Sparkling Sauvignon Blanc … and there is a single serving can of Brunch Beverage Mimosa too!
I am also thrilled to see more sparkling wine being made in Canada in a range of styles and applaud winemakers for trying new grape varieties.
Whenever I conduct wine tastings, I always start with a sparkling wine. To me it is not just a special occasion drink.
Here’s a review of the Rosehall Run Indigo Trenholm references above:
Rosehall Run Indigo 2021 ($25, 90 points) — A fun sparkling blend of Gewurztraminer, Riesling, Muscat Ottonel, Chardonnay Musque and Chardonnay from both the estate and Niagara fruit made in the charmat method. It’s fresh and vibrant on the nose with an energetic mousse that tapers off to a gentle bead. Look for melon, citrus zest, green apple, and orange rind. It’s bright and lively on the palate with a kiss of sweetness to go with lemon, melon, apple, lychee, and lovely floral notes with a zesty finish. (Review by Rick VanSickle)
Here’s a review of the Meldville sparkling wine Trenholm references above:
Meldville Sparkling Sauvignon Blanc ($27, 91 points) — From legendary winemaker Derek Barnett, this sparkler delights as an aperitif or accompaniment to shellfish. Made with 100% Sauvignon Blanc grapes, fermented in large oak barrels and left to age on lees before being transferred to tank for the charmat method. Pale straw in colour, it’s delicate on the nose with aromas of grapefruit and Anjou pear. The palate is more intense with pineapple, grapefruit, and lime zest enveloped in a light mousse and creamy texture. The wine finishes with a slight mineral bite. (Review by Lidija Biro)
About Lidija Biro
Lidija Biro, wine writer and blogger, is passionate about wine and particularly Ontario wine. She completed her DipWSET as well as the Winery and Viticulture Technician Program at Niagara College, and the French Wine Scholar program with Wine Scholar Guild. Adding to her wine knowledge, she’s tried her hand at making wine, pruning and planting vines, doing harvests, and working in wine sales and marketing. But she says there is always more to know and that’s what makes the world of wine so fascinating!
You can find her blog here and follow her on Instagram here as well as LinkedIn here.
She also writes about wine for other publications.
Thank you for your continued support of Ontario VQA wines! One of the biggest challenges for smaller wineries is getting their wines into the hands of consumers across the province — and your support goes a long way in helping to overcome that barrier!