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Quebec-based AI company brings real-time intelligence and seamless service to one of Canada’s most iconic sporting events
Montreal, Quebec – June 5th, 2025 – As part of a partnership with Groupe de course Octane, official promoter of the FORMULA 1 PIRELLI GRAND PRIX DU CANADA, Alfred Technologies, the leading AI-powered platform for food & beverage optimization, is proud to announce a groundbreaking partnership with the Grand Prix in Montreal. This collaboration marks a major milestone for the Quebec-based company, as Alfred’s smart systems will power beverage operations across Circuit Gilles-Villeneuve during the high-traffic, three-day event from June 13–15, 2025.
Designed for speed, precision, and profitability—just like the motorsport itself—Alfred’s technology will ensure fans spend less time waiting and more time enjoying world-class action with their favorite drinks in hand.
“We’re thrilled to bring our platform to an event of this magnitude,” said Guy Doucet, CEO of Alfred. “The Grand Prix is all about excellence and performance. That’s exactly what Alfred delivers to operators behind the scenes—real-time insights, optimized inventory, and flawless execution at scale.”
This partnership highlights Alfred’s growing footprint in the sports and entertainment industry, reinforcing its position as a homegrown leader in applied AI. In addition to optimizing beverage operations, the initiative will generate critical insights to support sustainability, revenue growth, and customer experience throughout the venue.
Alfred is proud to represent Quebec innovation on the global stage and to contribute to the success of one of the country’s most high-profile events.
