‘Modernised’ RTD laws could generate $10.9m in Quebec
The National Assembly of Quebec has published a bill reducing regulatory burdens on the spirits industry, however calls to expand the sale of ready-to-drink (RTD) products have been ignored.
Currently, spirit-based RTDs can only be sold at the Société des alcools du Québec (SAQ), a state-owned monopoly. However, malt-, wine- and cider-based RTDs are allowed to be sold in supermarkets and convenience stores, despite having comparable alcohol content to spirit-based versions.
The National Assembly published Bill 11 last month, which included a raft of amendments to spirits regulation. However, the expansion of RTDs was not included.
A group of trade bodies – Spirits Canada, the Union Québécoise des Microdistilleries (UQMD), the Association des Détaillants en Alimentation du Québec (ADA), and the Retail Council of Canada (RCC) – are calling on the Quebec government to make a change.
“According to a study conducted earlier this year by the UQMD, the sale of RTD beverages in grocery stores and convenience stores would generate CA$15.1 million (US$10.9m) in additional revenue for our members,” added UQMD president Nicolas Bériault.
“However, at present, RTD beverages with the same alcohol content are sold through two different sales channels simply because some are spirit-based and others are malt- or wine-based.
“It makes no sense: consumers buy a container and an alcohol content, not a list of ingredients. This kind of regulatory easing would offer a great opportunity to modernise an outdated law in our sector.”
The consumer view
Spirits Canada recently conducted a poll with Léger, which revealed “overwhelming support” from Quebecers for the sale of spirit-based RTDs in grocery stores.
Among consumers of these products, 91% of regular consumers and 77% of occasional consumers said they were in favour of the change.
“The message from Quebecers is very clear: they want choice, consistency, and fairness,” said Cedric Salibi, senior vice president – policy and analytics at Spirits Canada.
“The alcohol content of RTD spirit-based beverages is comparable to that of other alcohol-based beverages and offers unparalleled diversity. It is time to modernise outdated regulations and allow the sale of RTD spirit-based beverages in grocery stores and convenience stores in Quebec.”
Elsewhere in Canada, the Ontario government has allowed supermarkets to sell spirit-based RTDs with an ABV below 7.1% since 2024.
Pierre-Alexandre Blouin, president and CEO of the ADA, added: “If there is one type of business that listens to its customers’ needs, it is grocery stores. The survey conducted for Spirits Canada confirms that consumers want greater and more convenient access to these RTD beverages, and as local stores, grocery stores are ideally suited to meet this demand.”
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