Michelle Warren

VP of Content, Editorial Director, Convenience Group

Author Profile

Michelle Warren is Editor + Associate Publisher, Convenience Store News Canada + OCTANE, as well as the CCentral.ca website, All Convenience and All OCTANE Newsletters. She joined EnsembleIQ in 2021, after more than decade as a freelance business and design journalist, contributing to major newspapers, magazines and news websites across Canada, the U.S. and Ireland, including House & Home, Style at Home, Profit, Marketing Magazine, MoneySense and more. She has also worked at the Toronto Star and The Sunday Business Post in Dublin. At EnsembleIQ, Michelle manages the Star Women in Convenience Awards, the CSNC Impact Awards and the Future Leaders in Convenience + Car Wash Awards. Follow Michelle on LinkedIn.

ARTICLES BY THIS AUTHOR

6/10/2025
REID'S DISTILLERY: Graham Reid
"RTDs are not just seasonal. A good-quality RTD can be a staple in a product portfolio, just like a good lager is for a brewery."

Michelle Warren
6/10/2025
BLACK FLY BEVERAGE CO.: Mike Pearce
"Before delisting a slow mover, try putting it in the fridge first. We've found that refrigeration can transform performance—especially for 12-packs."

Michelle Warren
6/10/2025
SLEEMAN BREWERIES: Brad Edwards
"RTD consumers are shifting toward full-flavour experiences; they’re more willing to indulge in bold, nostalgic tastes."

Michelle Warren
6/10/2025
PROFILE WINE GROUP: Anthony Romantini
"Smaller formats, particularly 375 mL bottles, are seeing increased popularity as they offer an affordable way to enjoy quality wine without the commitment of a full bottle."

Michelle Warren
6/10/2025
MUSKOKA BREWERY: Scott Davies
"Economic mindfulness is what is pushing consumers to seek better value, smaller formats and high ABV options—seeking out a 'better bang for your buck'."

Michelle Warren
6/10/2025
MARK ANTHONY BRANDS: Lindsay Uhrich
"Transparency and real ingredients are also increasingly important to RTD consumers looking for quality and real callouts on packaging."

Michelle Warren
6/10/2025
COLLECTIVE ARTS: Kevin Murray
"Order early, and be ready for the long weekends! Traditionally, 45% of alcohol is sold between Victoria Day and Labour Day."

Michelle Warren
6/10/2025
STEAM WHISTLE/BEAU'S BREWING: Bromlyn Bethune
"When it comes to beer we're seeing a resurgence in premium beer growth: As consumers drink less, they are willing to trade up to a better beer."

Michelle Warren
6/10/2025
VODKA FRIDAY: Reta Mitton
"Don’t try to go head-to-head with the LCBO. That’s a losing game. Instead, stock something different—something with a story."

Michelle Warren
6/10/2025
WILD LOT FARM DISTILLERY: Ryan Fowler
"Create strong call outs for your local/craft sections, as this attribute becomes increasingly important and top of mind for shoppers."

Michelle Warren
6/10/2025
FWM CANADA: Daniel Speck
"While every store is mandated to carry 40% Ontario VQA wines, the reality is that the sales alone warrant this and more. Load up on best-sellers and enjoy the success."

Michelle Warren
6/10/2025
COCO VODKA: Nick Maxwell
"A lot of our partners have completely sold out on a Friday night before a long weekend, just because a nearby summer party bought them out. Keep more than you need and plan around the weather."

Michelle Warren