The Commission des liqueurs de Québec is created May 1^st, 1921.

The sale of alcoholic beverages is now allowed, under the State’s control, with the exception of domestic beer, which is available off the shelves.

Controlled quality

The Commission has its own lab to ensure quality control for more than 2,155 products.

Bubblies take flight

During the interwar period, known as “années folles,” bubblies and champagne are popular. The Great Gatsby is a great representation of this era of major effervescence, which ends drastically with the stock market crash of 1929.

Wine without limits

Up until the 1930s, it is forbidden to buy more than one bottle of “hard liqueur,” but there are no limits to how many wine bottles you could buy.

War and rationing

Heaven on earth for tourists

For restaurants and hotels in Québec, and particularly Commission stores, business is great. But the end of the prohibition in the United States combined with the economic crisis has repercussions on the Commission’s revenues.

To each their own wartime efforts

Distilleries are working at full capacity to provide alcohol used to make ammunition and other war supplies. The population is called upon to diminish their alcohol consumption and will receive ration coupons distributed by the Commission: limit of 40 oz. per customer, every other week.

Alcohol: the church’s number one enemy

Temperance campaigns are led by religious authorities. Alcoholism is a major concern for the Church, particularly in urban areas.

La boisson Caribou

The first official mention of the Caribou drink dates back to 1960, when served by Lionel Faucher, a Saint-Sauveur resident, to help them “warm up” Québec Winter Carnival goers. Legend has it that the Caribou drink was in fact invented by fur traders, who would mix caribou blood with alcohol… at least, that’s what the folklore tales say!

The birth of gastronomy

The post-war period leads to the emergence of gastronomy. This era marks the creation of various gourmet clubs.

Régie takes shape

The Régie des alcools du Québec is created on April 13, 1961. It consists of two distinctive services: Ministère de la Justice (administration of alcohol permits) and Ministère des Finances Québec (trade of alcoholic beverages)

Expo 67

The Régie supplies Expo with an unprecedented range of products from all over the world: it marks the emergence of wine culture in Québec.

Aerial view of Expo 67 in Montréal, on the last day of the exhibition, on October 27, 1967

©BAnQ, Centre d’archives de Québec, Fonds Office du film du Québec, Author unknown, [circa 1967], E6, S7, P671109

At the root of the SAQ: the thinel commission

On November 18, the government commissions a new study on the alcoholic beverage industry – the Thinel Commission. The Régie’s role is revised.

A fruitful report

In September 1971, two distinctive legal and operational entities come to be: the Société des alcools du Québec and the Commission de contrôle des permis d’alcool (ancestor of the Régie des alcools, des courses et des jeux).

The first self-serve store in sherbrooke

Customers are now able to see and touch the products! The concept is such a huge success that it pushes the Régie to speed up the modernization of its network of stores, a process completed in 1983.

La Baie store in Montréal.

The Société des Alcools du Québec is inaugurated in September 1971.

In 1972, the first industrial permits to produce and sell Québec wine and cider are issued.

MThe legal age is changed back to 18, for good this time!

La Maison des vins

Following Expo 67, Quebecers’ consumption habits change. In response to customers’ growing interest in wine, the SAQ inaugurates the very first Maison des vins at Place Royale, in Québec City.

The logo and stores through the years

Vins nouveaux: the birth of a new tradition

The first shipments of some 200 cases of new wines arrive, and customers are thrilled! It’s such a huge success that by 1980, more than 8,000 cases are commercialized.

Mini stores

To better serve remote regions, mini stores, also known as “roulottes” or “one-man-stores,” are created.

Now at your favourite grocery store

In September 1978, wine becomes available for purchase at Roger Gaboury grocery store on Rosemont Boulevard in Montréal. A few weeks later, another 7,000 stores follow suit.

Local winemakers

In 1985, the Régie des permis d’alcools du Québec grants the first five commercial permits for wines made from Québec-grown grapes.

Everyone can be a connoisseur

Thanks to the training program Les Connaisseurs de la SAQ, clients and employees can now grow their knowledge of wine.

Moderation is always in good taste

To raise awareness about responsible drinking habits, Éduc’Alcool is created, in collaboration with industry members.

Did you know?

The slogan “moderation is always in good taste” originally belonged to the SAQ. Éduc’alcool bought it for the symbolic price of $1. Today the slogan is known by all!

First flyers

The 90s mark the beginning of a new, more commercial era, and the very first SAQ flyers are printed and distributed.

Breweries turn to food retailers and corner stores

As pairings gain traction internationally, the Québec government authorizes breweries from the United States and other exporting countries to market their products at the SAQ or in grocery and corner stores. Several big-name breweries turn to this newly authorized network.

Care for a Port?

Growing interest in a more distinguished category: Port. The SAQ increases its Port offering from 35 varieties in 1989 to 123 in 2000.

The SAQ sponsors its very first event!

The SAQ Bistro is introduced to the world at the Festival de Jazz de Montréal.

Three new banners are created to adapt to consumer needs: Express, Classique, and Sélection

First version of the informative website SAQ.COM

In 1998, stores are now open on Sundays!

Two new publications are born

The SAQ launches Primeurs, an art of living magazine, as well as vinOh! Veritas, which features new arrivals.

The first SAQ Signature opens its doors in Montréal.

Stores that reflect our terroir

SAQ Classique Terroirs d’ici opens in Montréal’s Atwater Market and in Terroirs d’ici agencies. Moreover, all SAQ Sélection and large SAQ Classique stores now feature a Terroirs d’ici section.

Pairings galore

Opening of an Art de vivre store in Sainte-Foy, an innovative concept that categorizes wines by pairing possibilities instead of by country. A second Art de vivre store opens in Montréal in 2003.

Pages and pages of inspiration

Launch of the new Tchin Tchin magazine to promote discovery and advice.

2004
Creation of the Chaire SAQ de valorisation du verre dans les matériaux at l’Université de Sherbrooke, with the goal of developing ways to recycle glass as a replacement for concrete.

Cellier: a space for discovery

The Cellier space is launched. This new brand will encompass, between 2006 and 2013, all the marketing activities related to specialty products, including the magazine.

Part of Montreal’s distribution center gets a green roof.

2008

The new taste tags are launched. This fun new classification system establishes a common language, quickly adopted by customers.

2009

On the right path
The SAQ gets its very first hybrid truck (made in Québec), allowing the company to reduce their carbon footprint and greenhouse gas emissions by 25 to 30%.

SAQ x FBQ

The SAQ starts supporting Food Banks of Quebec. In 2011, the FBQ becomes the SAQ’s main cause with the campaign “Les vins généreux” (Generous wines).

No more plastic and paper bags!

The SAQ is the first Québec retailer to launch this initiative, and the first public organization to establish a sustainable development action plan.

$1,000,000,000

After 90 years of existence, the company surpasses the one billion dollar mark in net benefits given to the Québec government.

2012

First sustainable supply policy. It consists of integrating environmental, social, and ethical values in the goods and services acquisition process.

Origine Québec

The Origine Québec banner is created to promote local products. It offers concrete commitments that help grow the visibility and offering of certified Québec wines and alcohol.

Vignes en ville

The Laboratoire sur l’agriculture urbaine de Montréal (AU/LAB) is launched. Crushed glass is mixed in with the mulch and soil, as it has similar features to the traditional sand used in vineyards.

Click, buy, pick up

Going forward, customers can shop online at SAQ.COM and have their purchases delivered to the store of their choice.

An ecological store

LEED-certified, this new store serves as an exceptional platform from which to promote Québec’s innovation when it comes to sustainable development.

Store at marché Jean-Talon

2016

Bill 88: Québec producers can sell their products in grocery and corner stores.

The Québec product family grows thanks to the creation of new identifications: Made in Québec and Bottled in Québec.

Photos: SAQ archives unless otherwise indicated