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How one of the world’s largest buyers of alcohol is keeping pace with today’s trends – Market Intel

Joe Bates
Last updated: 10/08/2026 at 7:31 PM
By Joe Bates
27 July 2026
12 Min Read

Despite being over a century old, Société des alcools du Québec (SAQ), the Canadian province’s state-owned alcohol retailer, is trialling new store formats as it treads a cautious path towards modernisation.


Société des alcools du Québec outlet exterior
Credit: Jean Talon

As one of the world’s largest alcohol buyers, Canada’s Société des alcools du Québec (SAQ) is navigating one of the most significant periods of transformation in the state-owned liquor retailer’s long history.

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Navigating volatility - In the face of a provincial mandate forcing the removal of US-sourced alcohol, SAQ aggressively shifted inventory to local and Canadian brandsNew format trials - To meet growing demand for convenience without cannibalising its core network, SAQ is expanding its mini shop-in-shop concept to around 100 SAQ ZonesLogistics overhaul - The retailer is finalising its largest infrastructure upgrade in three decades with an automated facility in MontréalChanging tastes - SAQ is pivoting toward consumers' health & wellness trends by heavily promoting its no- & low-alcoho

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Joe Bates
ByJoe Bates
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Joe has been a business journalist for over 20 years, specialising in the drinks, aviation and Global Travel Retail sectors; Duty-Free News International, IWSR Magazine, Drinks International and Whisky Magazine, among others.
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