The Société des alcools du Québec (SAQ) is doing business in a new environment where accessibility is a key feature for consumers. In response to this growing trend, the SAQ is launching pilot tests of a new urban mini agency concept designed to reach customers who aren’t familiar with the SAQ, don’t visit it often or are in need of a convenient solution outside the SAQ’s opening hours.

A strategic development for the company, the new imitative will be pilot tested with the opening of an initial four mini agencies in partnership with:

  • Marché Oda: 1290 Thérèse-Lavoie-Roux Avenue, Montreal
  • IGA Duke: 315 Robert-Bourassa Boulevard, Montreal 
  • Dépanneur Voisin: 6505 Henri-Bourassa Boulevard East, Montreal
  • Adonis: 2425 Curé-Labelle Boulevard, Laval 

Each mini agency will offer a convenient selection of around 30 SAQ products, including spirits-based coolers, sparkling wines, still wines and spirits. Throughout the pilot period, which will run until the fall, the product offer will be adjusted in response to customer feedback and desires, with stocking being handled by a nearby SAQ store. The pilot projects will also provide an opportunity to test the target areas and see whether the pre-established objectives can be met without cannibalizing sales from area SAQ stores.

“We are delighted to be launching the first mini agency pilots, an important step in our strategy to improve accessibility and better serve our customers,” said Isabelle Dufour, Vice-President, Sales Network Operations. “We expect this new concept will make us more flexible and innovative for customers in a way that is complementary to our store network, which will remain the preferred option for taking advantage of a larger product offer and advice from our employees.”

By next fall, the SAQ is planning to test the concept with other pilot projects in neighbourhoods less well served by its sales network and in different-sized stores, including grocery stores and convenience stores. Ultimately, the SAQ aims to open around 100 mini agencies next year, the goal being to grow its market share and reach customers who otherwise elude it. Strict adherence to the SAQ’s sales ethic rules will, of course, be a non-negotiable.