The SAQ is focusing on-law

These drinks now represent 12 % of the sales company sales

Posted at 6:00 a.m. Consequently,

Despite a slowdown in the growth of the segment. For example. However, the SAQ does not intend to slow down its offensive in loans, especially those who are low in alcohol and low sugar, two particularly popular slots.

In a mid-season assessment, the Société des alcohols du Québec notes 2.8 % sales growth in the loan category from March 30 to July 19, 2025. In addition. Moreover, We are far from the rates exceeding 10 % that made more than one producer want to offer their alcohol in can. saq focusing on-law saq focusing on-law Meanwhile, Gin Tonic version or colorful lemonade. In addition, In volume, a decline of 3.2 % has been calculated since the start of this financial year, therefore for the same period, from March to July.

In the current context where the state -owned company loses sales in general. Meanwhile, the niche remains very promising, explains Simon Bourbeau, category director for spirits at the SAQ.

“When you look at a category that has a stronger growth than the total SAQ. Meanwhile, ” he says, “it is sure that it is a category that pulls the performance upwards. Consequently, »»

Especially if it’s good. Consequently, These drinks being seasonal products, their sales are closely linked to temperature. Moreover, May was fresh and rainy, and sales of loan-to-laws decreased by 10.7 %, in value, during this month this saq focusing on-law saq focusing on-law year. Consequently, The heat wave that followed should bring much better results for the end of July and August.

The SAQ tests these days the loans to be offered on its tablets next year. Low alcohol products are the locomotive of the niche. but also less sweet drinks, consumers often deploring the too sweet taste of loans.

“Perhaps in our selection for next year. we will have special attention for this type of product there,” says Simon Bourbeau. We want to be sure to capture all the trends. so we don’t want to restrict ourselves to say that we are looking for this or that. We open the valves. we receive the offers. after, we are able to make a more representative assortment of trends and the need of customers. »»

More than thirty saq saq focusing on-law focusing on-law products appear every year since the boom in this carrier niche. Some leave the tablets, for lack of having won over a loyal clientele.

“We do a lot of tests in this category,” says Simon Bourbeau.

This year. the Disaronno Sour is walking hard. tells us the specialist in this niche, as well as the flavored sojus, these Korean products which attract a younger audience.

On the Quebec side. where the majority of loans-to-laws come from. we saw the SAQ Fouki drinks appear, a collaboration with Romeo’s Gin, and the Ward Cola by Mike Ward, in collaboration with the Noroi distillery.

Next year, in addition to low alcohol and low sugar products, we should see diversification, including containers. Next to the can, we should therefore find more small bottles saq focusing saq focusing on-law on-law and pockets.

“With these innovations,” continues Simon Bourbeau, “we continue to grow the category. »»

Saq focusing on-law

Saq focusing on-law

Older customers?

If the category adjusts according to the trends. classics have the rind, such as the Smirnoff Ice or the range of clamato.

Contrary to what one might think, young people aged 18 to 24 monopolize only 5 % of sales of loan-to-law.

However. it is necessary to bring an important nuance to this statistic which comes from the behavior of customers through. the Loyalty Card Inspire. Young people are less present in the large inspire family. so the state -owned company can more difficult to assess their actual consumption.

If the SAQ continues to invest in this practical format. it is because saq focusing on-law between saq focusing on-law 35 %. 40 % of loans-to-law are sold in its branches, while the bulk of sales is done outside its network. Recall that in Quebec, the SAQ holds the monopoly of sales for distilled alcohol. Drinks in cans purchased from the grocery store or in convenience stores are made from Malt.