Meet the Shrugging Doctors
Winemakers put delicious sips on the shelves
Willows Christopher and Zach Isaacs were two 18-year-olds who had an idea for producing Manitoba-made wine. What they didn’t have was cash.
The duo found their way with the help of Futurepreneur, a program for aspiring young business owners that helped them secure funding for their endeavour, ultimately opening in January of 2017.
Now you can find their wines, ciders and meads on the shelves in Manitoba Liquor Marts. Their business, Shrugging Doctor Beverage Company, recently hit $200,000 in lifetime sales and expanded their operations twice last year to keep up with demand. They now have six tanks, capable of holding 5,000 litres of product.
“We had to succeed. We didn’t have any other options,” said Christopher, the 22-year-old co-founder and head of sales, recalling the early days when they were making their way on their own, living in a rented home with wine-making equipment and test batches taking over their living space.
“My advice— cliché as it may sound—is to believe in yourself.”
Willows Christopher
“My advice— cliché as it may sound—is to believe in yourself. When we started, a lot of people told us we couldn’t start a business, especially a winery in Manitoba. But if you show up every day, you’ll make a little progress versus no progress.” Eventually the naysayers came around. “’Oh, you have an actual business plan. Oh, you have a building. We gained credibility with every bottle we sold.”
Christopher’s father offered his help and unwittingly became the face of the Shrugging Doctor. He took part in the photo shoot that was used to create the caricature used in the company branding. “He didn’t expect to see his face on Liquor Mart shelves, but he brags about it now.”
Photos by Kristhine Guerrero
Co-founder Issacs, also 22, is the self-taught winemaker behind the product line including Shakin’ at the Knees Rosé and The Great Vandal white wine, made from Manitoba-grown Vandal Cliche grapes. Exclusive seasonal wines include Strawberry Rhubarb and Red Prairie Saskatoon Berry wine.
“We make the products we like to drink. We learn as we go. If it doesn’t sell, it’s back to the drawing board,” said Christopher. Their traditional-style cider has been popular. “It’s Old World-style, not over-carbonated and over-sugared like many ciders on the market.”
Two years in, Christopher said he is most grateful for their customers, whose loyalty is to a tasty product, and also to supporting them in their passions and struggles as young entrepreneurs.
Innovation will continue to be a hallmark of Shrugging Doctor. “It’s not like we have a tradition of winemaking going back generations alongside our grandfathers,” said Christopher. The company pioneered home delivery for alcohol, online ordering and accepting Bitcoin as payment.
Visit the Shrugging Doctor store at 448 B Brooklyn Street. You can also learn more about products and delivery service at www.ShrugDoc.com.
