SAQ adapts to Quebecers’ new drinking habits by testing micro-stores and delivery

Quebec’s state-owned liquor commission, the Société des alcools du Québec (SAQ), announced Tuesday that it will be adapting its business model to adapt to Quebecers’ changing consumption habits.

Earlier this month, the SAQ announced the closure of three stores in Brossard, downtown Chicoutimi, and Rivière-Bleue.

The SAQ will be closing five additional stores for a total of eight in 2025-2026, including branches in Baie-D’Urfé, Montreal’s Ville-Émard neighbourhood, as well as Stanstead.

Alcohol consumption has been falling in Quebec for the past two years and traffic at these stores has dropped, making them no longer profitable.

New ‘micro-stores’ opening

To respond to changes in consumer behaviour, the SAQ will also launch a new concept of “micro-stores” or kiosks, located in other stores and will also conduct a pilot delivery project.

To meet the needs of customers who do not frequent SAQ stores, as well as those who are looking for service outside of their opening hours, the SAQ will be piloting a new concept of six SAQ micro-stores in urban areas in May in Montreal.

These “micro-stores” will be in neighbourhoods less well served by the SAQ network and will offer a selection of some thirty SAQ products, including ready-to-drink spirits, as well as some bubbles, wines and spirits.

If the tests are conclusive, the SAQ could add up to 100 “micro-agencies” in urban areas across Quebec.

The SAQ has also identified certain areas that could be better served, without justifying the establishment of a branch and will be adding 34 new micro-stores across Quebec in the Bas-Saint-Laurent, Gaspésie and Chaudière-Appalaches regions.

Delivery pilot project

To meet a growing need for convenience, the SAQ will also be launching a pilot project in June for emergency delivery in urban areas with a collaborative platform. This pilot project will make it possible to verify whether such an approach can be effective and assure the reliable service that complies with SAQ standards.

Eventually, the goal is to offer about 150 products for delivery through these platforms.

This type of partnership will allow the SAQ to take advantage of the traffic on these platforms to reach customers where they already are. The pilot project will begin in Montreal and, if successful, will be extended to all of Quebec and other platforms.

As is already the case elsewhere in the country, particularly in Ontario, the delivery drivers of these platforms will purchase the products in certain identified SAQ stores and deliver them to customers.