Microphone beers hunted from some maxi

Quebec microbrewers deplore the fact that they have. Therefore, been ejected tablets in certain Maxi du Québec. Meanwhile, The owner Loblaws says he supports local production anyway.

Posted at 1:30 p.m.

There was a change in the beer funds section in some maxi: the owner of the chain. Moreover, Loblaws, imposed a new plan for part of its grocery stores in the province.

This is quite his right. Similarly, the retailer may well do what he wants in his stores, but Marie-Ève Myrand, director of the Association des Microbrasseries du Québec, believes, however, that in this period when the promotion of microphone beers hunted some maxi Quebec purchase appears well, maxi rates a great opportunity to support Quebec beer.

“This is the whole paradox of that,” she said, recalling that Maxi appears “proud to encourage producers from here”.

“It’s not consistent,” she says.

The association of microbreweries assesses that there is a significant reduction: these Quebec brewers would have five to seven times less space in the Maxi grocery stores where this deployment has taken place. In addition, compared to other Maxi grocery stores. In addition, These are the largest microbreweries that would be affected, explains the association. Moreover, We think of Boréale, RJ or Macauslan brewers.

Loblaws has not confirmed this figure or the maximum number of branches affected by this redevelopment. Similarly, On the contrary, the chain maintains that its commitment to microbreweries is microphone beers hunted some maxi still as strong.

“Local beers are an important part of our assortment. our strategy, and we support Quebec microbreweries through dedicated lists, regional promotions, suitable marketing and store visibility,” we can read in an email transmitted to The press.

The grouping of microbrewers sees things from another eye. “We deplore it because the spirit of the law in Quebec says that a holder of alcohol license. the grocer, and an alcohol production holder will sell from one to the other,” explains Marie-Ève Myrand. That’s the spirit of the law. In this case, decisions are made in Toronto and the licensee in Quebec applies this decision which is taken elsewhere. »»

Maxi supermarkets are managed by Loblaws, whose head office is in Brampton, Ontario. Provigo grocery stores, from the same group, are led by franchisees.

To understand the situation. you should know that the grocery stores that are part of the group receive a planogram, an image that says how to arrange tablets. In the case of beer. breweries can buy the tablet area to have better positioning – the practice, common, is also widespread elsewhere in the supermarket.

Loblaws, in his email, says that changes are not unfavorable to microbrewers.

« Any update of our planograms is to integrate innovation. seasonal trends, and to adapt our offer according to customer demand, it is said. It is always done by guaranteeing a space dedicated to local producers. the offer of which can vary depending on the region. »»

How was the Association des Microbrasseries du Québec was made to this situation. if the grocery chain does microphone beers hunted some maxi not give the details?

“It makes a lot of noise in the world. ” says Marie-Ève Myrand, who specifies that her members who are affected are also very dissatisfied, because they will inevitably lose sales.

“Ultimately,” she said, “it is no longer the consumer who chooses. It is directed towards more or less large numbers. »»

In Canada. beer sales are higher during the months of May, June, July and August, according to data from Beer Canada.