Our Story
Our mission at UpNorth is to grow exceptional brands in Northern BC with profitable solutions to sales representation and supply chain. While optimizing product distribution, placement, pricing, and logistics within Northern BC’s independent and LDB channels, UpNorth drives revenue and profitable growth for our partners and retailers through our consistent commitment to a strategized selling process, flawless in-store execution and an exclusive route to market.
By capitalizing on our combined expertise in supply chain, selling strategies, retail execution and value creation for our partners, UpNorth brands will remain at the forefront of the Northern BC market. With our clear passion for both our community and a great drink, our goal is to bring exceptional brands UpNorth.
Meet our Team
Lee Wai Yu
Lee Wai Yu has spent over a decade building brands and business relationships across the North. His experience includes sales and marketing of some of the world’s largest alcoholic beverage brands and consumer packaged goods. Lee Wai has honed his expertise in market development and customer relationship management during his more than 13 years of territory and key account sales. A belief in building strong partnerships, dedication to delivering world class results, and driving profitable growth continue to be the cornerstones of his professional career and business focus.
UpNorth
In true Northern BC spirit, UpNorth was born from our passion for celebrating with good friends and great drinks. We know that BC has a lot to offer when it comes to beers, wines and spirits and we want to showcase that UpNorth.