The Société des alcools du Québec (SAQ) is marking its 100th anniversary with a bold new retail strategy, reflecting shifts in consumer habits and demographic changes across Quebec. With Generation Z now outnumbering baby boomers and alcohol consumption trends evolving, the SAQ is implementing a series of initiatives aimed at improving accessibility and convenience while maintaining its core mission.
Quebecers are drinking less alcohol than in previous decades, with many opting for alternatives such as non-alcoholic beverages. This shift, combined with changing purchasing behaviours—where impulse buys now outweigh planned visits—has prompted the SAQ to rethink its business model.
“To maintain our long-term performance, we have to evolve how we do business, be more in sync with all our customers, those of tomorrow as well as today,” said Jacques Farcy, President and CEO of the SAQ. “It is crucial if we are to continue contributing to Quebec.”
Introducing Micro SAQ Agency Stores
In response to consumer demand for greater accessibility, the SAQ will launch a pilot program in April to test six micro SAQ Agency stores in urban settings. These locations, positioned in neighbourhoods with limited SAQ coverage, will provide a curated selection of around 30 products, including spirits-based coolers, sparkling wines, still wines, and spirits.
The micro SAQ Agency stores will be integrated into existing businesses with liquor permits, such as grocery and convenience stores. This initiative aligns with the SAQ’s efforts to offer customers an alternative when traditional SAQ stores are closed. If the pilot proves successful, approximately 100 micro SAQ Agency stores could open across Quebec in the next year.
Importantly, the SAQ emphasizes that strict adherence to sales ethics and regulatory requirements will be a non-negotiable element of this initiative.
Expanding Convenient Delivery Options
Another key component of the SAQ’s modernization efforts is a pilot program for convenient delivery through third-party platforms. Beginning in June, this service will launch in Montreal, offering approximately 150 products for delivery. If successful, the program could expand across Quebec.
Following a model similar to what is already in place in Ontario, delivery personnel from partner platforms will purchase products from designated SAQ locations and deliver them to customers. The SAQ has underlined that maintaining strict age verification and compliance with alcohol sales regulations will be a priority. Additionally, the selection of delivery partners will take into account economic considerations, particularly in relation to current trade tensions with the U.S.
Strengthening Regional Accessibility with New SAQ Agency Stores
Expanding its reach beyond urban centers, the SAQ will open 34 new SAQ Agency stores in underserved areas, specifically in the Bas-Saint-Laurent, Gaspésie, and Chaudière-Appalaches regions. This expansion aims to ensure that Quebecers in rural and remote areas continue to have access to the SAQ’s product offerings.
Each year, the SAQ evaluates its store network to assess profitability and customer accessibility. The decision to introduce more agency stores follows this data-driven approach, ensuring optimal coverage throughout the province.
Closing Underperforming SAQ Locations
While expanding in underserved regions, the SAQ will simultaneously close five underperforming stores that no longer align with customers’ shopping habits. The locations affected include:
- Stanstead
- Promenade du Portage (Gatineau)
- Baie-D’Urfé
- Campanile (Quebec City)
- Ville-Émard
These closures are planned for fiscal 2025-2026, coinciding with lease expirations. The SAQ says it remains committed to serving customers efficiently and optimizing store locations based on evolving traffic patterns.
The SAQ’s Role in Quebec’s Economy
Founded in 1921, the SAQ is one of Quebec’s most significant government-owned enterprises, responsible for the importation, distribution, and sale of alcoholic beverages. The retailer operates 410 stores and 423 agency stores across the province, along with its e-commerce platform, SAQ.COM.
The SAQ plays a critical economic role in Quebec, having contributed over $2.2 billion to the provincial government in fiscal 2023-2024. Additionally, the organization supports approximately 250 community organizations and events while emphasizing environmental responsibility in its operations.
