Quebecers are rethinking their alcohol consumption, survey says

An SAQ employee removes bottles of American wine from a Montreal store on March 4, 2025. One of the key findings of the 2025 edition of the "A3 Index" is that Quebecers are consuming differently and making more informed choices among the products available. (Christinne Muschi/The Canadian Press)

Quebecers are rethinking their alcohol consumption, not to deprive themselves, but to make better choices, according to the “A3 Index,” which paints a picture of consumer habits and preferences based on the results of a Léger survey.

The survey was commissioned by A3, a group of 85 wine, beer, and spirits agencies.

“Habits are changing. In fact, people are consuming better, but not necessarily more. They are sensitive to different criteria or different elements of products, such as origin, environmental certifications, sugar content, and alcohol content. So they are consuming differently,” says A3 Executive Director Catherine Lessard.

She points out that this observation is “in line with the trends observed by the SAQ: consumers are drinking more thoughtfully, seeking out quality products.”

The survey results show that quality is indeed the most important factor (82 per cent). As for the country of origin, this criterion is considered important by 57 per cent of customers.

This is the second year that this group has surveyed the public. This time, questions about environmental and health factors were added. The findings show that more than a third of Quebecers regularly check the sugar content of their alcoholic beverages (35 per cent check the alcohol content for health reasons).

For environmental reasons, a minority of people systematically check whether the products they buy are organic (18 per cent).

This report by The Canadian Press was first published in French on July 13, 2025.