Founder and President of CRAFT Beer Market

PJ L’Heureux

Founder and President of CRAFT Beer Market

PJ has been directly involved with the food and beverage scene for the past 22 years, he started home brewing at the age of 17. He quickly found that he was not great at making beer, but serving it was another story! In the past 22 years, PJ has grown to become one of the best restaurant operators, and visionaries in Calgary, and Western Canada. He has both a passion for food, beer and entertainment, but also a passion to make the community a better place.

At the early age of 16, PJ with his entrepreneurial spirit started a DJ service, where he managed all aspects of the business. Twelve years later, this company grew to include concert promotion, nightclub promotion, and disc jockey services.

In 1997, PJ approached Capital Restaurant with a proposal to transform Capital into a nightclub on Friday's and Saturdays. PJ accomplished this, and made Capital into one of Calgary's leading nightclubs, for 5 + years.

In 1999 PJ opened Cherry Lounge, and in 2000 opened Escape Nightclub, all before the age of 25 years old ! In 2003 PJ opened Tequila Bar and Grill Ltd. This became the hottest attraction the wildly popular 17th Avenue strip.

Always having a passion for food in 2004 PJ set out to start on a new chain of concepts, known as Jamesons Restaurant and Public House. They opened in November of 2004 in the heart of the Sunridge area, and again in the NW in the Brentwood Mall. The last location opened on the popular 17th Avenue 3 years ago, and are all still successful, and growing.

In early 2009 PJ opened St. James Corner, which has been extremely well received, and is quickly noted as Calgary’s best pub. This is where PJ’s passion for beer really took front stage, as St James corner was always voted as Calgary’s best beer selection

PJ’s biggest success to date was founding the first of 3 CRAFT Beer Market’s in the beltline of Calgary in 2011. With a vision to change the way people dine, PJ spearheaded what has become one of the most successful restaurants in all of Canada. With sales over 10 million per location CRAFT was clearly in a league of its own. Soon after PJ now has opened Vancouver in 2013, and Edmonton in 2013. In 2015 PJ will open the first CRAFT location in Ottawa, and has his mind set on Eastern Canada.

Throughout all of his entrepreneurial efforts PJ has always had community in his vision, he aligns with Charities in all of his markets, and has donated over $250,000 in charitable donations. His team feeds families once per month, in 4 cities as part of the Ronald McDonald house. The team has also sponsor families annually through the work with St Vincent De Paul Charity. In addition PJ contributes to local charities whenever possible, including being involved with the 2013 floods in Calgary, and recently help build a burnt down community boat house in Vancouver for the Dragon Boat Society.

PJ’s biggest passion within his business is his footprint left on the communities he is in. In 2010, PJ decided he was going to change the way people looked at restaurants. CRAFT opened to be the largest sustainably operated Restaurant in Canada. PJ has continued this, and has the only LEAF certified restaurant in Edmonton, and the 2 largest restaurants in Canada to be LEAF certified. All practices in the restaurant including suppliers are sourced due to ethics, and sustainability. All beers systems are Bull Frog Powered, and all restaurants are involved with supporting Ocean Wise for sustainable seafood.

PJ's experience in the promotions, marketing, and operations of a restaurants has prepared him for continued growth in the future. His success is his amazing skill at surrounding himself with a team that is second to none, and staying true to what makes his restaurant special.