Quebec pushes to open door to cross-provincial alcohol sales

Quebecers could soon be ordering wine, beer and spirits from other provinces and having them delivered directly to their homes, as the provincial government moves to loosen long-standing barriers around alcohol sales.

The CAQ government says cross-provincial alcohol sales could be in place by May. The move would allow Quebec consumers to buy products made elsewhere in Canada that are not currently available through the SAQ.

For some Quebecers, the idea is a welcome change.

“More choices are always better,” said Montrealer Chris McKay. “Some of the Ontario wines, for example, are very good. More Canadian wines and spirits would be a good thing.”

Others questioned why alcohol should be treated differently than other consumer goods.

“Why not?” another resident said. “We buy products from other countries. Why not from other provinces?”

Master of Wine (MW) Jacky Blisson said the change is long overdue and could help strengthen Canada’s alcohol industry overall.

“I think for too long we haven’t been doing everything we can to help and to support and to champion our industry,” Blisson said.

Under the plan, Quebec would join other provinces in easing restrictions that have historically limited the sale of alcohol across provincial borders.

“I don’t think it’s going to massively overhaul anything,” Blisson said. “But it is going to give Quebecers a lot more choice to access some of these really wonderful products that we’re making in other provinces.”

Quebec’s minister for the economy and small and medium enterprises, Samuel Poulin, has said the goal is to expand consumer choice while protecting the SAQ.

He has also suggested the approach could allow Quebec’s small producers to sell their products across Canada, opening new markets without undermining the province’s liquor board.

Blisson noted that alcohol was deliberately excluded when federal rules around internal trade were first created, leaving provinces to develop their own systems.

“When Bill 112 was set up, alcohol was deliberately excluded,” she said. “Now each province is making its own rules and regulations. In Quebec, it’s being called a pilot project, which means it could be repealed. We’ll have to see how it goes.”

While the proposal raises questions about the SAQ’s role, Blisson and many consumers do not expect a major impact on the Crown corporation.

“I think it’s healthy competition, which is always good in a commercial marketplace,” she said.

Some Quebecers say the added diversity would be a positive cultural shift.

“Why not have different cultures and different types of alcohol?” said Annika Caniedo. “I think that’s a plus.”

Still, not everyone plans to change their buying habits.

“It’s great that people can discover Canadian products,” another Montrealer said. “But I’ll still prefer to buy Quebec products.”