SAQ to bring alcohol products to grocery store shelves

The SAQ is launching a new pilot project, allowing select grocery stores and convenience stores across Quebec to sell some of its products.

The Société des alcools du Québec (SAQ) is launching a new pilot project, allowing select grocery stores and convenience stores across Quebec to sell some of its products.

This initiative comes in response to changing drinking habits, particularly among younger shoppers, and a decline in sales. The pilot project, which the SAQ is calling “micro-agencies,” will run for one year.

In the Montreal area, Marche Oda is one of six stores participating in the project. Outremont store manager Alexandra Lang says she has been receiving plenty of phone calls from customers eager for the change.

“People are really excited about it. They have questions about what type of products will be carrying when it will be implemented,” said Lang.

Starting June 9, Marche Oda will be selling 30 SAQ products in its grocery store. Products will include wine, sparkling wine, and spirits.

Thirty-four of these micro-agencies will open across other parts of the province as well.

The SAQ says it is adapting to how people shop, focusing mostly on convenience and accessibility. The goal is to attract a younger clientele.

“We’ve seen a shift in people’s drinking habits, particularly alcoholic beverages, over the last 10 to 12 years. And that’s driven chiefly by the habits of younger consumers, particularly Gen Z,” said Jordan LeBel, a food marketing professor at Concordia University.

LeBel says it is about time the SAQ adjusted to these changes. He also added that the pilot project is an interesting experiment, but only time will tell if it generates enough revenue for the SAQ.

If successful, the SAQ is anticipating opening 100 more of these micro-agencies within the next year.

According to the press release, five SAQ branches are closing by next year due to a lack of traffic. Regions include the Stanstead, Promenade du Portage in Gatineau, Baie-D’Urfé, Campanile in Quebec City and Ville-Émard.

The SAQ is also planning to launch a delivery project in Montreal next month.