Bernard Pearson
Bernard started in University working at the government liquor stores. It was there that he really became interested in wine and food. His curiosity as to why certain wines went better with different flavors was peaked.

Bernard immersed himself with co-workers and fellow enthusiasts to regular research and tastings.
Graduating from the University of Alberta with a degree in Education specializing in Math, Science and English. Bernard taught school for a year before the call of his true passion won him back.
Bernard ran the wine division for a leading national wine and spirit company, had his own consulting/education business and finally joined “PMA Ltd.” where he helped build the company from a small upstart operation into one of Canadas leading Agencies. Bernard began as a territory manager and then moved into the position of Alberta Director

Bernard has travelled extensively throughout the world. Including many trips to Italy, France, Spain Portugal, The United Kingdom, South Africa, Chile, Argentina, the Caribbean the USA to mention a few including most of Canada!
He also loves to spend quiet time in the mountain streams fly fishing, cooking listening to live music, dancing and pairing wine and food (of course).

After almost 34 years Bernard decided to get back to pursuing the fine wine, education aspect of the business.  
“I was not happy just wanting to move boxes, I wanted to build brands and share in the fun of the lifestyle with others.”

-Bernard Pearson

Luigi Perri
Luigi Perri was born and raised in Calgary with strong Italian roots and heritage. Wine along with fantastic homemade Italian food was a very important party of Luigi up bring. Luigi started off working in the alcohol beverage industry in 2000 and over the years, his passion for wine became stronger and his interest in wine and spirit industry heightened. His curiosity and thirst for learning the process of creating beverages he enjoys selling, has influenced his passion of wine, spirit and beer he has today.​​

Luigi immersed himself with co-workers and fellow enthusiast to learn as much as he could regarding the industry.  He has spent 17 plus years working diligently with one of the largest Alcohol beverage companies in Canada to promote and build various brands establishing himself as a solid connection to Calgary’s top restaurants, bars, retailers and corporate chains. After extensively travelling through some of the worlds greatest wine and spirit producing countries Luigi has gained valuable knowledge about the production, quality and variety from major vineyards, small unique wineries as well as grand distilleries.
Thought out Luigi’s career in the Alcohol Beverage Industry he has achieved success in many areas. Luigi secured and created private wine labels for a large liquor chain. These private labels included red and white wines from Australian and Argentina.  These orders successfully surpassed 1200 cases per wine order. 
Luigi’s passion for selling rare and premium products delivered great margins to the company.  A few of Luigi’s selling “top wins” have been 2 bottles of whiskeys that retailed for $38,000 each and 5 whisky bottles valued at $6000.00 each.  He had sold the only 5 bottles in Canada of an exclusive port; valued at $5500.00 each. Luigi also sold 5 bottles of 50 year old rum at a value of $5300.00 a bottle.  Luigi’s determination and enthusiasm led him to sell exclusive products to individual customers which produced very large buys. Besides the retail and on premise sales, Luigi created sales of $500.00 to $5000.00 through private customers.
Luigi was very focused on growing the premium category as this delivery’s the best margins but also made sure the volume brands were growing at market growth.  Luigi was responsible for one of the largest volume accounts in the Alberta market in the early part of his career. During that time, he continued to show growth year after year and successfully provided new SKU listings.
Luigi’s focus on excellence and his innate connection to the beverage alcohol industry drives him to pursue the next phase of his career with “First Choice Cellars”. It is the love and passion of wine and spirits that keeps his drive for this Industry so strong and alive.
Luigi enjoys spending time with his wife of 14 years and 3 beautiful children.  His 2nd passion is coaching his son’s soccer team along with actively playing soccer himself on a men’s league.  Luigi enjoys time spent fishing and the outdoors as well as the pleasure of continuing his family Italian traditions.