Montreal microbrewery selling candy flavoured beer accused of marketing to minors

A Montreal microbrewery owner says he is being unfairly targeted by Quebec’s Alcohol, Racing, and Gaming Commission (RACJ) over its candy flavoured beers.

A Montreal microbrewery owner says he is being unfairly targeted by Quebec’s Alcohol, Racing, and Gaming Commission (RACJ).

Le Saint-Bock, on St-Denis Street, brews specialty beers infused with candy flavours. The commission is accusing him of marketing to minors.

“People like this kind of beer,” said Martin Guimond, owner of Le Saint-Bock. “It’s different, but there’s a market for people who don’t like beer and want to have a beer that tastes like candy.”

Candy flavoured alcoholic drinks is a trend that other major breweries are hopping on as well. Coors has released a line of slushie flavoured seltzers, and the SAQ now sells a Popsicle vodka soda.

“They have never been sued. But me, yes,” Guimond said.

The RACJ is accusing him of marketing and promoting products aimed at minors, a violation of Quebec’s liquor licencing law.

“We are of the opinion that the names of the products, their colours, the images on the cans, and, in some cases, the way the product is presented are factors that make it likely that the advertisements could encourage a minor to consume these alcoholic beverages,” wrote a lawyer for the RACJ in an email to Guimond, summoning him to defend himself in front of the commission’s tribunal.

The RACJ did not return CTV News’ request for an interview on Monday.

“I’m brewing beer since 20 years,” Guimond said. “We will never brew alcohol for children. It’s 18 and [up]. That’s the law.”

The ordeal has already cost Guimond $5,000 in legal fees, a bill that he says will likely rise to $50,000 or $60,000.

“It’s the playoffs right now, so it’s a rare moment in the year I will be able to make a little bit of money, probably to get through the winter time,” said Guimond, who admits his brewery is struggling financially.

“But I won’t be able to because I will have to give it to my lawyer.”

If Guimond is found guilty by the commission, he could be forced to change his marketing strategy, or lose his permit to brew beer altogether.