Vinicolor was founded in 2011 by Alexandre St-Pierre, who worked at the SAQ and in wine agencies before. In 2014, he integrated Lovett Wines agency, specialized in South African wines to his portfolio. More recently, he also added Moldovan wines from Vinohora. Vinicolor is mostly present in Québec in SAQ stores and in private import, but they are also present in Ontario, Manitoba and soon in the Canadian Atlantic provinces.