Michael Briand (O’Dwyer Distillery): “Entrepreneurship Is Learning”

In a feature by the CJE de la Côte-de-Gaspé for Global Entrepreneurship Week, Michael Briand, co-founder of O’Dwyer Distillery, shares his vision of entrepreneurship. Balancing patience, perseverance, and continuous learning, he reflects on his journey in the world of artisanal spirits in Gaspésie and offers an inspiring message to future entrepreneurs.

Entrepreneurship Is Learning

For Michael Briand, entrepreneurship is more than creating a business — it is a mindset and a way of life, a commitment to one’s community and territory. In Gaspésie, that means generating local value while developing distinctive products that reflect the terroir.

Creating Requires Patience

Launching a product, especially in the craft spirits industry, means accepting that success takes time. Michael recalls that when they first launched one of their products, the urge to share it with the public was immense… but the spirit had not yet reached its full potential.

This experience reinforced a core belief: every creation needs the time it deserves to reach the level of quality the distillery stands for.

Persevere and Believe in Your Product

The road to commercialization is often long and uncertain. For example, having a spirit approved by the SAQ can take months, with no guarantee of success.

To maximize their chances, the O’Dwyer team adopted a proactive strategy: build awareness before the product was even available in stores. The result? After eight months of marketing efforts, the SAQ accepted the product immediately, and orders followed quickly.

A Message to Future Entrepreneurs

Michael’s philosophy is clear:

“Go for it, but stay patient.”

Every step is an opportunity to learn, and every challenge is a chance to grow stronger. For him, passion, discipline, and patience are the keys to building a sustainable and recognized project.

At O’Dwyer Distillery, this vision is reflected in every bottle — an authentic product, crafted with care, and rooted in the Gaspé terroir.

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