Quebec businesses warn of job losses as Bill 11 shakes up alcohol sales market

A proposed shakeup of Quebec’s alcohol market is drawing mixed reactions, with some local producers warning of job losses while business groups say the changes could benefit consumers and retailers.

Bill 11, introduced by Economy Minister Samuel Poulin, would allow ready-to-drink spirit-based beverages, currently sold through the Société des alcools du Québec (SAQ), to be available in grocery and convenience stores. The measure could take effect as early as this year if passed.

Supporters say the move would modernize the system and give small retailers more flexibility. But some Quebec-based producers argue the transition risks disrupting an industry built around the province’s tightly controlled distribution model.

“Quebec was once a powerhouse for alcohol,” said Aldo Geloso, president of the Geloso Group.

Geloso said companies like his have invested heavily in infrastructure tailored to the current system, including warehouses and delivery networks.

“We have been asked as an industry to operate a certain way,” he said. “These infrastructures, we cannot take a saw and cut them off tomorrow morning.”

He added the changes could lead to job losses and create uneven competition.

“Retailers, definitely with open arms. Who would not want to sell vodka and compete against the SAQ?” he said. “The SAQ is never losing out.”

Others, however, argue the reform reflects a broader shift toward a more open market.

“That’s the reality of a free market. Some will gain, some will lose, but at the end, the consumer will win,” said François Vincent, Quebec vice-president of the Canadian Federation of Independent Businesses.

According to the CFIB, 72 per cent of its members support allowing private retailers to sell the same alcoholic beverages as the SAQ.

Industry groups are also weighing in.

The Quebec Food Retailers Association (ADA) said microdistillers currently face “significant limitations” in accessing markets and welcomed expanded distribution, but stressed the need for balance.

“Opening the market is not enough; it must be done in a way that ensures a fair balance among stakeholders […] with due consideration for Quebec businesses,” the association said in a statement to CityNews.

The Union québécoise des microdistilleries said liberalizing alcohol sales is part of a growing trend across Canada and warned that maintaining stricter rules could leave Quebec producers at a disadvantage.

“Maintaining a more restrictive framework would create an incoherent and uncompetitive environment for Quebec spirit producers,” the group told CityNews.

In a statement, the SAQ said it has taken note of the proposed changes, adding the request came from multiple industry groups. It said it will participate in discussions once the full regulatory framework is known and noted the measure would not affect the sale of spirits containing more than seven per cent alcohol, which would remain under its control.

Geloso said he supports the broader goal of modernizing the system but is calling for more consultation before the changes are implemented.

“The destination they want to take, we agree,” he said. “But can we have a dialogue? Can we be part of it?”

CityNews reached out to Minister Poulin’s office for comment but did not receive a response at the time of publishing.