Spirits Canada Commissioned Poll Shows That Que. Consumers Support More Access To Ready-to-drink Spirits

MONTRÉAL — In response to Bill 11, which amends various provisions primarily for the purpose of reducing regulatory and administrative burdens, representatives of the spirits industry and the food retail sector reportedly welcomed the government’s willingness to simplify regulatory framework, but also call to expand the sale of ready-to-drink spirits in supermarkets and convenience stores.

Currently, according to Spirits Canada, only spirit-based ready-to-drink beverages must be sold at the SAQ, while malt, wine, and cider-based beverages, despite having comparable alcohol content, are available in grocery stores and convenience stores.

This arbitrary distinction, reportedly based on the manufacturing process, prevents consumers from having “fair access and creates a major competitive distortion at the expense of spirits producers”, according to Spirits Canada. Therefore, Spirits Canada, the Union québécoise des microdistilleries (UQMD), the Association des détaillants en alimentation du Québec (ADA), and the Retail Council of Canada – Quebec (RCC) are asking the Quebec government to rectify this situation.

A recent Léger poll conducted on behalf of Spirits Canada reveals overwhelming support among Quebecers for the sale of ready-to-drink spirit-based beverages in grocery stores, supermarkets and convenience stores. Among consumers of these products, 91% of regular consumers and 77% of occasional consumers say they are in favour of this 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 ready-to-drink spirit-based beverages is comparable to that of other alcohol-based beverages and offers unparalleled diversity. It is time to modernize outdated regulations and allow the sale of ready-to-drink spirit-based beverages in grocery stores and convenience stores in Quebec.”

“According to a study conducted earlier this year by the UQMD, the sale of ready-to-drink beverages in grocery stores and convenience stores would generate $15.1 million in additional revenue for our members,” says its president, Nicolas Bériault. “However, at present, ready-to-drink 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 modernize an outdated law in our sector.”