la saq ferme des succursales

The SAQ is Shuttering Some Locations: What it Means for Quebec Drinkers

Quebec's Société des alcools du Québec (SAQ), the provincial Crown corporation responsible for the sale of alcoholic beverages, is undergoing a shift. Recent announcements indicate a move towards a streamlined retail footprint, with some physical locations closing their doors. But what does this mean for consumers, particularly those who rely on the SAQ for their wine, beer, and spirits? This article breaks down the changes, explores the reasons behind them, and considers the potential impact on Quebec's drinking culture.

SAQ Closures: The Headline News

In March 2025, news broke that the SAQ would be closing eight of its branches across the province. This information, reported by La Presse, signals a significant change in the SAQ's retail strategy. The closures are coupled with a renewed focus on "microagences privées," or privately-run agencies, suggesting a move towards a hybrid model of operation.

One specific closure that has sparked concern is the SAQ branch in Vieux-Hull, a historic district in Gatineau. Le Droit characterized this closure as "another blow" to the area, highlighting the potential economic impact on the local community.

Why is the SAQ Closing Stores?

While official reasons for the closures haven't been explicitly stated, several factors likely contribute to this decision. The La Presse report hints at a strategic realignment. It's possible the SAQ is responding to changing consumer habits, seeking greater efficiency, or adapting to the rise of e-commerce.

Furthermore, an audio segment from 98.5 Montréal suggests a potential shift in alcohol consumption patterns among younger Quebecers. The report, titled "«Les jeunes ont troqué la bouteille d'alcool pour le cellulaire»" ("Young people have traded the bottle of alcohol for the cell phone"), implies that younger generations may be less inclined to purchase alcohol through traditional channels, opting instead for digital entertainment and social interaction. This trend, if accurate, could be influencing the SAQ's decision to consolidate its physical presence.

It's important to note that this reported shift in drinking habits among young people remains, for now, an unverified claim. However, it's a potentially significant factor worth considering when analyzing the SAQ's strategic decisions.

A Look at the Broader Context: The SAQ's Role in Quebec

The SAQ's role in Quebec is multifaceted. As a Crown corporation, it holds a monopoly on the wholesale and retail sale of alcoholic beverages (with some exceptions for beer and wine). This monopoly has been in place for decades, shaping Quebec's drinking culture and generating significant revenue for the provincial government.

The SAQ's mandate extends beyond simply selling alcohol. It also plays a role in promoting responsible consumption and ensuring product quality. The corporation's presence is woven into the fabric of Quebec society, and any significant changes to its operations are bound to attract attention and scrutiny.

The Rise of Microagencies: A New Approach?

The SAQ's emphasis on "microagences privées" represents a notable shift in its operational model. These privately-run agencies offer a different retail experience compared to traditional SAQ stores. Typically located in smaller communities or areas with limited access to larger stores, microagencies provide a convenient option for purchasing alcoholic beverages.

The appeal of microagencies lies in their flexibility and local focus. They can adapt more readily to the specific needs of their communities, offering personalized service and a curated selection of products. By expanding its network of microagencies, the SAQ may be aiming to improve accessibility and cater to diverse consumer preferences.

Immediate Effects: Community Concerns and Consumer Adjustments

The closure of SAQ branches, particularly in areas like Vieux-Hull, raises concerns about the immediate impact on local communities. The loss of a physical store can lead to reduced foot traffic for surrounding businesses and inconvenience for residents who relied on the SAQ for their purchases.

Consumers will need to adjust to the changing retail landscape. Some may need to travel further to reach an open SAQ store, while others may explore the option of purchasing alcohol through microagencies or online (where available).

The SAQ's online sales platform has been growing in popularity, offering a convenient way for consumers to browse and purchase products from the comfort of their homes. However, online sales may not be a viable option for everyone, particularly those who prefer the in-person shopping experience or who lack reliable internet access.

Future Outlook: Navigating a Changing Landscape

The SAQ's decision to close stores and expand its network of microagencies reflects a broader trend towards adapting to changing consumer behavior and technological advancements. Looking ahead, the SAQ will likely continue to refine its retail strategy, exploring new ways to reach consumers and optimize its operations.

Several potential outcomes could emerge:

• Further Consolidation: The SAQ may continue to close underperforming stores, focusing its resources on more profitable locations and online sales.
• Expansion of Microagencies: The network of microagencies could continue to grow, particularly in rural areas and underserved communities.
• Enhanced Online Experience: The SAQ may invest in improving its online sales platform, offering a wider selection of products and more convenient delivery options.
• Increased Competition: While the SAQ maintains a monopoly on most alcohol sales, there could be increased pressure to liberalize the market, allowing for greater competition from private retailers.

The SAQ's ability to navigate these challenges will depend on its ability to understand and respond to the evolving needs of Quebec consumers. By embracing innovation, fostering collaboration, and prioritizing customer service, the SAQ can ensure its continued relevance in a dynamic and competitive market.

The Question of "Jeunes": A Generational Divide?

The 98.5 Montréal report suggesting that young people are trading alcohol for cell phones raises a critical question about generational shifts in drinking habits. If this trend is indeed accurate, it could have profound implications for the SAQ and the broader alcohol industry in Quebec.

It's important to acknowledge that this claim requires further investigation and verification. However, anecdotal evidence and broader societal trends suggest that younger generations may have different attitudes towards alcohol compared to their predecessors.

Factors such as increased awareness of health and wellness, the rise of social media and digital entertainment, and changing social norms could all be contributing to a shift away from traditional alcohol consumption among young people.

If the SAQ hopes to remain relevant to younger generations, it may need to adapt its marketing strategies, product offerings, and retail experiences to appeal to their unique preferences and values. This could involve offering a wider selection of non-alcoholic beverages, promoting responsible consumption messages through digital channels, and creating more engaging and interactive retail environments.

Conclusion: A Toast to the Future?

The SAQ's decision to close stores and embrace microagencies represents a significant turning point in its history. While the closures may cause some disruption and inconvenience in the short term, they also present an opportunity for the SAQ to modernize its operations and better serve the needs of Quebec consumers.

By carefully monitoring consumer trends, embracing innovation, and fostering strong relationships with local communities, the SAQ can navigate the challenges ahead and ensure its continued success in a rapidly evolving market. Whether this means a shift in drinking culture, a more convenient shopping experience, or a combination of both, the future of the SAQ is sure to be an interesting one to watch.