Montreal, Quebec – September 9, 2025 – The Société des alcools du québec (SAQ) is responding too growing public concern regarding its marketing practices, following the release of survey data indicating a meaningful majority of Quebecers believe government-sponsored alcohol advertising aimed at attracting new consumers is inappropriate. The data arrives amid ongoing debate about the balance between revenue generation and public health obligation.
The controversy centers on perceptions that the SAQ’s promotional efforts may inadvertently encourage alcohol consumption, particularly among younger demographics. According to a recent survey by the Association for Public Health of Quebec (ASPQ), 71% of Quebecers consider it inappropriate for the government, through the SAQ, to advertise in a way that coudl recruit or initiate new alcohol consumers. Simultaneously,the SAQ maintains that the vast majority of its customers who purchase non-alcoholic beverages also buy alcoholic drinks-a rate of 98%.The ASPQ survey also revealed that 78% of Quebecers believe the SAQ’s official mission should include a dedicated component for health prevention and promotion. These findings underscore a widening gap between public expectations and the current mandate of Quebec’s alcohol retailer. The SAQ has not yet publicly responded to the specific calls for a revised mission statement, but the data is expected to fuel further discussion during upcoming legislative sessions.
The SAQ,a government corporation,holds a monopoly on the retail sale of alcoholic beverages in Quebec. Its revenue contributes significantly to provincial coffers, but critics argue this financial incentive creates a conflict of interest when it comes to public health initiatives. The ASPQ’s “light survey” was conducted in 2025 and provides a snapshot of current public sentiment.
