Being a successful businesswoman often means breaking stereotypes and fighting for a place under the sun in a male-dominated world. The renowned Dragon’s Den reality show judge, entrepreneur, and venture capitalist, Manjit Minhas, managed to do what many considered nearly impossible – to conquer the alcoholic beverages and beer industry.
With a deep understanding of the market, she overcame all obstacles and, together with her brother, turned a small business into a true empire – Minhas Breweries, Distilleries and Winery, which produces beer, spirits, liquors, and wines delivered worldwide. Learn more about the journey of the “beer baroness” on calgaryski.net.
From Engineering to Business
Manjit was born on May 31, 1980, in Calgary, to Indian immigrant parents. Her mother arrived in Canada at the age of 9, and her father at 21. Manjit’s brother, Ravinder, later became the co-founder of their company.
After high school, Minhas attended both the University of Calgary and the University of Regina (Regina, Saskatchewan) to study engineering, planning to become a petroleum engineer, but after a few years, she developed an interest in entrepreneurship.
Together with her brother, Manjit decided to create an Irish cream (a liquor made from Irish whiskey, cream, and other ingredients like coffee) to compete with the popular Baileys. They brought in consultants to help develop the recipe. For the startup, they invested $10,000, with Manjit selling her Toyota RAV4 to fund it.
In 1999, while still students at the University of Calgary, Manjit and Ravinder launched the Irish cream brand Blarney’s Irish Cream, which successfully competed with Baileys in quality and taste, but at about $15 less. The brother and sister used an effective marketing tactic – introducing the product to the locals through tastings. And it worked.
Entering the Beer Market
In 2003, the entrepreneurs officially entered the Canadian beer market with their first beer, Mountain Crest. At the time, competition was low, and there was a shortage of good Canadian beer brands. Their first beer, Mountain Crest Classic Lager, had 5.5% alcohol by volume and was one of the strongest beers on the market at that time. A can of beer cost $1.
To become industry experts, Manjit and Ravinder enrolled in the Siebels Technology Institute (Chicago, USA) and Moonshine University (Louisville, USA).
Soon after, the siblings began experimenting with flavors. By 2004, when their parents retired, they had already achieved considerable success. Although family businesses rarely succeed, Manjit and Ravinder’s partnership was an exception. They quickly but steadily captured the market, remaining a privately held company with no outside investors.
In 2006, Manjit and Ravinder purchased Joseph Huber Brewing Company in Monroe, Wisconsin – the second oldest brewery in the U.S. – and renamed it Minhas Craft Brewery. This acquisition officially made them the youngest brewery owners in the world.
Expanding the Empire
In 2007, Manjit married Harvey Shergill, the owner of the construction company Shergil Homes Limited.
In 2012, Manjit and Ravinder opened a new brewery in Calgary, Minhas Micro Brewery, which later expanded to include a distillery. Their business empire is now known as Minhas Breweries, Distilleries and Winery.
In an interview with Canadian Business, the businesswoman shared that their journey was filled with numerous failures, and the road to success took 22 years. By 2020, Minhas Craft Brewery became the 18th largest craft brewery in the U.S. and the 28th in the world. In 2021, it was the 9th largest brewery in North America.
Television Show Participation
In 2015, Manjit joined the Canadian television reality show Dragon’s Den, based on the international franchise format that originated in Japan. The show debuted on October 3, 2006, on the CBC network.
Entrepreneurs with their own business, but lacking funds to scale it, present their ideas to a group of five wealthy investors who offer financial investments in exchange for equity in the business.
Manjit stayed on the show for six years, which helped improve her personal brand as one of Canada’s top brewers. Fans began referring to her as the “beer baroness.”
Recognition
As a woman from Eastern India, Manjit overcame many challenges before entering an industry dominated by men. Her reputation as an informed and knowledgeable individual allowed her to build strong partnerships within the industry. Despite having an education as a petroleum engineer, Manjit became an expert in branding, marketing, sales management, and retail negotiations. Over two decades, she earned the title of one of the most influential and well-known figures in Canada’s brewing sector.
Manjit has been included in Canada’s Top 100 Women Entrepreneurs list and awarded the title of “Best Emerging Entrepreneur” by PROFIT magazine. She made it to Avenue Calgary’s list of Top 40 Under 40 and was named Entrepreneur of the Year for the Prairies by Ernst & Young. In 2011, she was recognized as Best Female Entrepreneur of the Year by Chatelaine magazine and received the The Sikh Centennial Foundation Award in 2015.
Additionally, Manjit co-owns the television and film production company Spotlight Productions in Calgary, Vancouver, and Los Angeles, which specializes in directing, digital advertising production, and both artistic and documentary films.
During the COVID-19 pandemic, Manjit and Ravinder set up a temporary hand sanitizer production facility, providing 110 additional jobs during the quarantine. They also authored a book, Brewing up a Damn Good Story, which tells the 163-year history of Minhas Craft Brewery located in the heart of America – Monroe, Wisconsin.