Quebec's Liquor Board Doubles Down on Sales — And Experts Aren't Happy
Ottawa residents who regularly make the trip across the river to Gatineau to shop at the SAQ — Quebec's government-run liquor retailer — are witnessing a strange moment: the store is working harder than ever to get you to buy more booze, even as Canadians are increasingly choosing not to.
According to a new CBC report, the Société des alcools du Québec is ramping up its marketing and promotional efforts in response to a steady, ongoing decline in alcohol consumption across the province and the country. But public health experts say the aggressive push is deeply irresponsible — and raises serious questions about whether a government body should be in the business of selling alcohol at all.
A Nationwide Shift Away from Drinking
Alcohol consumption has been falling across Canada for years, driven in part by younger generations who are drinking less, growing awareness of alcohol's links to cancer, and the popularity of the sober-curious lifestyle movement. Health Canada and the Canadian Centre on Substance Use and Addiction revised their low-risk alcohol drinking guidelines in 2023, dramatically lowering what's considered safe — and the message appears to be landing.
For many Ottawa residents, that shift is personal. Whether it's skipping wine at dinner, opting for non-alcoholic beers, or simply cutting back, the cultural relationship with alcohol is changing fast.
The SAQ's Response: Sell Harder
Rather than adjust to the new reality, the SAQ has reportedly doubled down on sales tactics — new promotional campaigns, loyalty incentives, and expanded product lines designed to keep customers coming back. Critics argue this puts the Crown corporation in an ethically murky position: it's a government entity simultaneously tasked with controlling alcohol access and maximizing revenue.
"There's an inherent conflict of interest when you have a government retailer that needs sales to fund itself," public health experts told CBC. "The incentive to sell more is baked into the model."
What This Means for the Ottawa-Gatineau Region
The debate hits close to home for residents in Canada's National Capital Region. Many Ottawans regularly shop at SAQ locations in Gatineau for the wider selection and competitive pricing. The LCBO — Ontario's equivalent — has faced similar scrutiny in recent years, particularly after the Ford government moved to expand alcohol sales into convenience stores and grocery outlets.
Both provincial models raise the same uncomfortable question: can a government-owned retailer truly prioritize public health when its budget depends on selling alcohol?
The Bigger Picture
Public health advocates are calling for greater transparency from the SAQ about how its marketing decisions are made, and whether public health considerations have any meaningful seat at the table. Some are pushing for independent oversight of alcohol retailer advertising — a conversation that's equally relevant in Ontario.
For now, the SAQ says it's simply responding to a competitive market. But as drinking continues to decline and health messaging grows louder, the tension between Crown corporation and public health body is unlikely to go away.
Source: CBC Ottawa / CBC Montreal. Original reporting by CBC News.
