Aurora Borealis Wholesale was founded in 2017 by Michael Seifert, a successful global business executive and 4th generation ND farmer, with a very simple and focused mission statement, “Listen to and give the customer what they want, not what they are allowed to have.” After participating in the 2016/2017 North Dakota legislative process, and having crafted a proposed bill with language designed to assist two young brewers (and all North Dakota brewers for that matter) in selling product directly to patrons in their parents’ restaurant, it became apparent to Michael, with a room full of entrenched attorneys, lobbyists, wholesalers & distributors, InBev Corporate representatives, etc. (who used testimony which included words such as glass shards, bioterrorism, pandering, tied houses, corruption, and who made no reference to the customer), that something was wrong with the current business model. It was evident that large multinational companies, not homegrown American companies, now control our beer and liquor industry in the U.S.A. and these companies have progressed far beyond the post-prohibition laws their lobbyists support, and openly control the supply chain (hops & grains) which circumvents the original intent of the prohibition laws.
Having nearly a 30 year career in global M&A, serving as an executive with two globally recognized NYSE companies, and having created hundreds of jobs in North Dakota with his own companies, Michael decided to capitalize and develop a wholesale company embracing what the customers want given the ongoing craft beer, spirits, and wine revolution. He knowingly entered a mature, well established market with a very logical focus – give the customers what they want, not what they are told they can have. Aurora Borealis Wholesale will focus on distinctive craft beers, spirits and wines for the customer – simple as that.
We are a company of owners with our core focus on the customer. The customer is as our livelihood; we reap what we sow. From the farm to the table we, with our world class suppliers and wholesome ingredients, will chart a course for the future building lifelong friendships, memories and a better future for all. WE ARE THE REVOLUTION! ®
- Customer Choice
- Ethics & Integrity
- Diversity & Teamwork
- Play to Win