The Société des alcools du Québec (SAQ) wants to provide information on unusual price changes that will have a varying impact on product categories. The SAQ is making this announcement now so its customers will know what to expect. The next two price adjustments will be implemented by the end of March.

First adjustment: February 16, 2025

Applicable to most products sold at the SAQ.

Factors involved:

  • the GST break ends on February 15, 2025;
  • the increase in the SAQ’s markup* announced in November and initially slated to take effect on February 2 has been postponed until February 16 to coincide with the end of the GST holiday. Note that Value Pick wines under $12 have been exempted from the markup adjustment;
    • *Clarification: The markup is the profit margin that the government corporation charges on the products it sells. The markup is what allows the SAQ to cover its operating costs and generate net income, all of which is remitted to the Quebec government.
  • the outcome of the SAQ’s purchase price negotiations with suppliers as per the annual calendar;
  • the increase in the fees paid to Éco Entreprises Québec for the former curbside recycling (selective collection) system combined with those related to the modernization of the curbside recycling system mean the SAQ is required to pay two years’ worth of fees in a single year;
  • changes in the cost of ocean and land transport, largely related to the strike at the Port of Montreal. 


The impact of these various factors is as follows:

$15 wine – Product of France    
  $ %
Increase in the SAQ’s markup $0.05 0.3%
Temporary increase in transport costs $0.10 0.7%
Increase in curbside recycling fees $0.35 2.3%
Total  increase $0.50 3.3%

Excluding exceptional, non-recurring items (namely transport costs and part of the curbside recycling fees), the price increase in the above example would be 1.3%.

$45 spirits – Product of France    
  $ %
Increase in the SAQ’s markup $1.50 3.3%
Temporary increase in transport costs $0.25 0.6%
Increase in curbside recycling fees $0.25 0.6%
Total  increase $2.00 4.5%

 Excluding exceptional, non-recurring items (namely transport costs and part of the curbside recycling fees), the price increase in the above example would be 3.3%

These examples do not take into account the results of our negotiations with suppliers. The final retail price adjustments will be posted on SAQ.COM on February 15, 2025.

Second adjustment: March 1, 2025

Applicable to:

  • products whose container will be included in the deposit system as of March 1, 2025 (plastic and aluminum);
  • products bought by the SAQ in US dollars (around 2% of all products sold at the SAQ);
  • some products from Quebec producers and bottlers.


Factors involved:

  • the Producers Financial Contribution (PFC), which is used to fund the rollout of the modernized deposit system;
  • the change in the US dollar exchange rate;
  • the postponement of the deposit on glass containers has, since January 1, 2025, required Quebec producers and bottlers to assume the costs related to curbside recycling. Based on the principle of expanded producer responsibility, this regulatory change could have an impact on their cost prices. If it does, the SAQ is offering, to Quebec producers and bottlers that opt to avail themselves of them, two periods (March 1 or March 30, 2025) during which they can submit price change requests based solely on this requirement. 

The final retail price adjustments will be posted on SAQ.COM on February 24.

SAQ prices explained  

The range of products sold at the SAQ and the quality of the in-store service it provides allow every customer to find a product that meets their expectations and fits their budget.
For more about what makes up the price paid for a bottle of wine or spirits, see Breaking down SAQ prices. The article provides a clear and transparent explanation of the topic.