SAQ closing 2 Montreal locations as home delivery pilot project brews

An employee removes American wines from an SAQ liquor store in Montreal on Tuesday, March 4, 2025. (THE CANADIAN PRESS/Christinne Muschi)

The Société des alcools du Québec (SAQ) is closing five stores across the province.

In Montreal, the Crown corporation says its locations in Ville-Émard, in the Sud-Ouest borough, and Baie-d’Urfé, on the West Island, will soon see their final days.

Other stores to shutter include locations in Stanstead, Gatineau and Quebec City.

The SAQ points out that these locations are “no longer ideally located on customers' shopping routes and are therefore not seeing the expected traffic.”

As such, their leases will not be renewed when they end in fiscal 2025-2026.

At the same time, the SAQ says it will be adding 34 new agency stores across Quebec, specifically in the Bas-Saint-Laurent, Gaspésie and Chaudière-Appalaches regions.

Changing habits

The company points out, “many Quebecers now have a different relationship to alcohol, and demographic changes in Quebec also mean our stores are no longer an automatic stop on their outings.”

“To maintain our long-term performance, we have to evolve how we do business, be more in sync with all our customers,” said Jacques Farcy, president and chief executive officer of the SAQ. “It is crucial if we are to continue contributing to Quebec.”

The SAQ adds that Gen Z now outnumbers baby boomers in the province, and they have “alcohol-related habits different from those of preceding generations.”

“What’s more, Quebecers have joined the worldwide trend toward reduced alcohol consumption, and a growing number are seeking alternatives to alcoholic beverages,” the Crown corporation notes.

At the same time, the SAQ says it plans to expand its selections at grocery stores and dépanneurs.

In April, it says it will also start pilot-testing the concept of “micro” SAQ agency stores.

“The micro SAQ agency stores will be located in neighbourhoods less well served by the SAQ’s retail network and will offer a convenient selection of around 30 SAQ products, including spirits-based coolers and a few sparkling wines, still wines and spirits,” the SAQ notes.

If all goes well, the SAQ says it anticipates opening 100 of these stores across Quebec in the coming year.

Home deliveries

The SAQ says due to a growing demand for convenience, it also has plans to test out home deliveries starting in June.

“The pilot project will test the efficiency and effectiveness of the approach, customers' receptiveness and whether a reliable service compliant with SAQ standards can be provided,” the SAQ notes, adding the goal is to offer 150 products for delivery.

The pilot project is slated to launch in Montreal and, if successful, could be extended to the rest of Quebec.

“Additionally, in a spirit of coherence and solidarity, the choice of the selected platform will take into account the current context with the American administration and the impact of its decisions on the Quebec economy,” the SAQ said.