Quebec residents now have the convenience of purchasing gin alongside their bulk toilet paper at Costco or Maxi, receiving wine deliveries within minutes through Uber Eats, and soon receiving targeted messages about the latest alcohol deals. The Quebec government’s state-run liquor retailer, the Société des alcools du Québec (SAQ), is taking proactive measures to maintain sales as alcohol consumption declines.
Public health experts have expressed concerns over the SAQ’s recent initiatives, fearing that the focus on boosting sales may overshadow social responsibility. The Quebec Public Health Association’s researcher, Kim Brière-Charest, highlighted the potential health and societal costs associated with increasing alcohol sales strategies.
Despite a drop in alcohol consumption, the SAQ remains a significant revenue source for Quebec, generating $1.4 billion in 2024-25. To adapt to changing consumer behavior, the SAQ unveiled a strategic plan emphasizing a shift in sales approach. This includes collaborations with Uber Eats, expanding SAQ Zones in various retail locations, and utilizing personalized messaging to drive sales.
Critics, such as the Institut de recherche et d’informations socioéconomiques (IRIS) and the Canadian Union for Public Employees, have raised concerns about the SAQ’s partnerships and approach. IRIS warned about the potential negative impact on public health by relying on private businesses for alcohol sales.
In response to criticisms, an SAQ spokesperson emphasized the corporation’s commitment to responsible alcohol sales and generating revenue for public missions. The SAQ Zones and Uber Eats partnership were implemented as part of controlled testing phases to assess their impact.
While the SAQ focuses on boosting alcohol sales, public health experts question the disparity in regulations between alcohol and cannabis sales in Quebec. Studies show that alcohol has a significantly higher economic impact compared to cannabis, highlighting the need for consistent regulatory approaches for both substances.
In conclusion, the SAQ’s efforts to maintain sales amid declining alcohol consumption have sparked debates among experts and stakeholders about balancing revenue generation with public health considerations.
