Dubeau’s Grocery celebrating 40 years with a new beer

Dubeau’s Grocery celebrating 40 years with a new beer

A dépanneur with a big reputation in both the Upper Pontiac and the Pembroke region is celebrating its upcoming 40th anniversary with a cold one.

Épicerie Dubeau Grocery sits on Hwy. 148 near the shore of L’Isle-aux-Allumettes, and its blue and white sign is one of the first things that greets drivers coming across the bridge from Ontario. For many, it’s their final destination in La Belle Province before heading back over the bridge with cases of beer in the trunk. The store even has a drive through to handle all the traffic during the peak months of May to October.

To celebrate 40 years in the business, owner Brian Dubeau explained that one of their suppliers is brewing them a signature beer, and customers will have until January 1 to submit their best names for the creation. The grand prize is $1,000 and 10 cases of the new brew, which will be an American-style lager. Suggestions can be made in-store or via their social media.

40 years of selling suds

The store was built in 1983 by Brian’s parents, Alcide “Sid” Dubeau and Doreen (née Bérubé), who ran the popular nightclub Hotel Chez Charles in Demers Centre during the 1970s. After Alcide was injured snowmobiling, they needed a venture with a slower pace and went into the grocery business. Brian explained that throughout four decades in business, their cross-border customers have been a huge part of their success. Right as his parents started out, there happened to be a beer brewers strike on in Ontario, leading many to cross into Quebec for their booze. He added Ontario also didn’t allow alcohol sales on Sundays for many years, which made it the busiest day at Dubeau’s.

By the late 90s, Alcide had passed away and after a serious car accident, Doreen was looking to sell the business. At the time Brian was running the gas station next door, and managed to put together the money to keep the store in the family. During his time at the helm, he said they’ve made many changes and additions to keep up with the pace of sales, and now boast a staff of over 25 people. Gone are the days of Brian and his brother slinging cases out the back of a truck, they now use forklifts.

Brian Dubeau and his mother Doreen.

The bridge to L’Isle-aux-Allumettes, in earlier times.

The Dubeau’s team in 2022.