SAQ : Setting the Record Straight

Misconception
"The SAQ wastes our tax dollars."

Reality

No. The SAQ is not funded by Quebec taxpayers. In fact, it is quite the opposite. 

The SAQ operates as a self-funded business and contributes significant revenues to the Government of Quebec every year, close to $1.4 billion. Those funds help finance public services. 

We do not use tax dollars. We generate them for Quebec.

Misconception
"If alcohol sales were privatized, prices would be lower."

Reality 
Not necessarily. The size of our market and our purchasing power make a significant difference. 

Quebec is a relatively small market on a global scale, with approximately 9 million residents. In a privatized model, where purchases would be fragmented among multiple players, negotiating power would be much more limited. As a result, purchase prices could be higher, especially for rare or specialty products. Today, the SAQ consolidates the purchasing power of Quebecers. This allows it to negotiate favourable terms directly with producers. For example, the SAQ is the world's largest single buyer of French wines, giving it substantial leverage to secure competitive prices and access limited-production products. 

This model also helps ensure a stable and diversified assortment through long-standing business relationships with producers in Quebec and around the world. It also guarantees that Quebecers pay the same price for a product regardless of where they live in the province. Finally, the SAQ generates significant revenues for Quebec, more than $2 billion annually, helping fund public services.

Misconception
"The SAQ's role is to increase alcohol consumption to fill government coffers."

Reality
No. The SAQ is not trying to encourage people to drink more, and it is important to say so clearly. Our role is to oversee the sale of alcohol responsibly. 

Yes, revenues are paid to the Government of Quebec and help fund public services. However, this does not rely on encouraging consumption. In fact, it is quite the opposite. 

Consumer habits are changing, and when consumption decreases or evolves, we see that as a positive development. Our role is to adapt by offering more low-alcohol products, providing alternatives and ensuring that those who choose to consume do so within a safe and responsible framework. 

Simply put, we are not trying to sell more at any cost. We are striving to do things right and meet our customers' expectations.

Misconception
"By increasing its number of points of sale, the SAQ is trying to increase alcohol consumption."

Reality
The goal is not to encourage greater consumption, but to be present where people already shop, like most retailers. 

Our network of stores remains at the heart of what we do, offering both a wide selection of products and the expertise of our employees. 

SAQ Zones, for example, complement our existing network by providing greater convenience through a smaller product selection available in neighbourhood stores. SAQ Agencies serve customers in underserved regional markets. Uber Eats delivery, meanwhile, is intended as a convenience option in urban areas for occasional needs. 

Ultimately, we are not trying to change consumption habits. We are adapting to our customers' shopping journeys and preferences while remaining accessible and maintaining our commitment to responsible retailing.

Misconception
"The SAQ's leadership is gradually moving toward privatization."

Reality
We remain a Crown corporation, and that is not changing. 

As we have done for more than 100 years, we continue to evolve to meet changing consumer preferences and purchasing habits. That is what all retailers do when they want to remain relevant and respond to the needs of their customers. 

We are not changing our status. We are evolving how we serve our customers, for the benefit of Quebec.

Misconception
"The SAQ should help revitalize regional downtown areas."

Reality
The revitalization of downtown areas is primarily the responsibility of municipalities through their decisions regarding urban planning, transportation, housing and commercial development. Together, these factors shape the attractiveness and vitality of a community. 

In many cases, the areas we left were already experiencing challenges. Other businesses had closed earlier and customer traffic had declined. We were neither the catalyst nor the primary cause. When a store is relocated, the decision is never taken lightly. It generally reflects shifts in customer patterns and commercial activity. 

That said, we remain open to dialogue. We are willing to work with municipalities and follow the evolution of their development projects. When customer demand is there, we are there as well. 

Our responsibility also includes ensuring the efficient management of our network by remaining accessible where customers actually are while maintaining the performance required to fulfill our mandate. 

We do not determine how downtown areas are developed. We adapt to their evolution so we can continue to serve customers effectively.

Misconception
"The SAQ is stifling local producers by applying its markup to products they sell on their own premises."

Reality
Some may feel that the legislative framework governing the sale of spirits is imperfect, but it cannot currently be bypassed. In fact, this framework is rooted in a long history of rigorous oversight of spirits, particularly with respect to quality control and commercialization, dating back to the creation of the Quebec Liquor Commission in 1921. 

Today, Quebec legislation designates the SAQ as the exclusive distributor of spirits, even when those products are sold directly at the place where they are produced. As a result, spirits sold by producers are legally deemed to have been “purchased from the SAQ,” which means the SAQ markup applies. 

In the case of wine, legislators chose to support agrotourism and Quebec's agricultural businesses. As a result, wine sold directly at a vineyard is not subject to the SAQ markup. However, the markup does apply to sales made in grocery and SAQ stores in accordance with international trade agreements. In 2018, Australia filed a complaint with the World Trade Organization (WTO) against Quebec, alleging that the removal of the SAQ’s markup on Quebec wines sold in grocery stores unfairly favoured local producers to the detriment of imported wines. Quebec ultimately had to reverse the measure in order to comply with its trade obligations. 

For the past several years, the Union québécoise des microdistilleries (Quebec Microdistilleries Association) has been calling for legislative changes. These issues were among those discussed during consultations on the modernization of the alcoholic beverages sector held in June 2026. 

While awaiting any decision by the legislature, the SAQ continues to support distillers in a variety of ways, including providing access to its sales networks, distribution services, and promotional campaigns.

Les vins bios, biodynamiques et nature sont véganes

Vrai et Faux. 
C’est lors du collage que les producteurs de vin peuvent avoir recours à des protéines d’origine animale (de lait, d’œuf ou de poisson) pour clarifier les vins et en retirer des solides (on utilise aussi des composés minéraux ou végétaux). Les vins nature, spécifiquement, devraient toujours être véganes, puisqu’ils ne doivent être ni collés ni filtrés. Bien que beaucoup de vignerons biologiques ou biodynamiques l’évitent, le collage est toutefois largement autorisé dans ces catégories.

Good to know

The true mandate of the SAQ

The SAQ’s mission is to sell beverage alcohol responsibly by offering quality products throughout Quebec. To learn more.

Magasiner tous les vins bios