The fruits of innovation

Established in Rougemont since 1983, the Lavoie family now grows vines, pears and apples.

When asked what Domaine de Lavoie specializes in, the co-owner and product manager Francis-Hugues Lavoie answers: diversity! "We make cider, pear cider and wine, in different styles: sparkling, still and fortified ... in all: about twenty products."

But what Lavoie is most focused on, is the apple's potential for innovation and the booming cider market.

Hopped cider

Lavoie is an agricultural engineer and the son of Francis, the cidery winery founder. Together with his cellarmaster, he has developed a technique combining apples and hops. The result is a subtle, sparkling cider served in cans. The "original Hughes," named in his honour, remains a well-kept secret... to be shared.

This well-kept secret recently made its debut in the Domaine de Lavoie ready-to-drink line. "The combination of apples and hops may seem unusual, since hops is traditionally associated with beer," says the co-owner and product manager. However, not a hint of bitterness here.

Infused at low temperatures over a lengthy period, the hops blends with the creaminess of the Cortland and crispness of McIntosh – all suffused in subtle notes of rosemary. Something to please a trendy clientele. "'Hugues' follows the trend towards drier, ready-to-drink ciders, with low sugar and alcohol content (6.5%)," he points out.

Daring challenge

Innovation involves risks. Francis-Hugues prefers referring to it as a business opportunity. Until he joined the family firm in 2008, all Domaine de Lavoie products were traditional, fashioned in the image of Lavoie père. "Although I appreciate them, I didn't relate to them" he confesses. "I wanted to give them a more modern, more festive feel. My father readily agreed, provided I took care of everything."

So Francis-Hugues plunged right in. He launched a new line of sparkling ciders in 2016, starting with "Hugues Original". Now his challenge is to integrate it into the drinking habits of Quebecers, like that of beer. "'Hugues' is a versatile drink, good for every occasion – as an aperitif or with food," he says. "It pairs just as well with a cod brandade as it does with chicken or fried calamari."

Bulles d’automne - Domaine de Lavoie classic

This late-harvest sparkling cider boasts a crisp-apple freshness and bubbles obtained using the Charmat method (second fermentation in a sealed vat). Neither too sweet nor too creamy, this cider is ideal for brunch (combine it with orange juice to make a Mimosa) or as a welcome cocktail.

Thinking big

At Domaine de Lavoie taking chances and forging ahead is nothing new. It took audacity for Lavoie’s parents—architect and physical education teacher, respectively—to leave the Matapedia Valley and relocate to Rougemont, to live out their dream of running a newly acquired apples orchard and raising their children.

The journey began on a mellow autumn day in the 1970s. The couple, then university students in Montreal, discovered the charm of apple trees. They were in awe, having only known the wheat and barley of Gaspesia," recounts their son. "They were hooked". Their dream became reality in 1983. Over the ensuing years, thousands of apple trees were planted, followed by grapevines and pear trees.

Eventually, the Lavoie family acquired more land. Today, they own four properties: EFFeL family orchard, Domaine de Lavoie, La Pommeraie d’Or(where the lovebirds first went apple picking!) and Clos Saint-Denis. Some 20,000 apple trees, 83,000 grapevines and 4,000 pear trees now stand on the southern slope of Mont Rougemont, producing some 90,000 bottles of wine and delicious cider each year.

Domaine de Lavoie rouge

This all-purpose red wine is neither too full-bodied nor too light. It was created shortly after the vineyard opened in 2002. Made from a blend of three hybrid varieties – Baco Noir, Frontenac Noir and Maréchal Foch – and matured in oak, it exudes aromas of vanilla, dry fruit and cocoa. It pairs well with barbecued fare, pasta, cheese and charcuteries.