Québec US Alcohol Sales Resume for Select Products

The Québec government has authorized the Société des alcools du Québec (SAQ) to resume Québec US alcohol sales for select American products that risk quality decline by March 2027. According to reporting by The Spirits Business, the SAQ had removed all US products from shelves on March 4 amid escalating trade tensions between Canada and the United States.

Now, the province has approved a limited release of certain items, creating a temporary exception to the broader boycott.

Proceeds from Québec US Alcohol Sales to Support Food Banks

Rather than retain profits, the SAQ will direct proceeds from these sales to Food Banks of Québec. The organization already partners with the SAQ on several annual initiatives.

The SAQ stated it will transfer an “amount equivalent to the cost of the products sold during the sales period,” as reported by The Spirits Business. The total contribution could reach up to CA$8.6 million (US$6.3 million).

Beginning February 12, 2026, consumers can purchase the products through SAQ.COM and at SAQ Dépôt locations with a 15% discount. However, the retailer has not disclosed which American brands will return to shelves.

Boycott on Most US Products Remains in Place

Despite the temporary reopening, Québec continues to enforce its broader restrictions. The SAQ confirmed that it will maintain the boycott on all other American products.

Most Canadian provinces have upheld similar bans since March 2025. Still, some regions have introduced targeted exceptions. Manitoba resumed sales of select US alcohol in December, while Nova Scotia began clearing its inventory the previous month.

Manitoba reported CA$6.9 million (US$4.9 million) in US alcohol sales in December and donated the proceeds to several charities.

SAQ Financial Performance Shows Mixed Results

For its second quarter—covering 12 weeks ending September 13, 2025—the SAQ reported modest revenue growth. According to figures cited by The Spirits Business, total sales rose 0.4% year over year to CA$950.3 million (US$1.3 billion). However, net income dipped 0.4% to CA$336.5 million (US$459.4 million).

Category performance varied:

• Spirits: Down 1.8% to CA$261.8 million; volumes fell 5.6% to 6.7 million liters
• Ready-to-drink beverages: Up 12.3% to CA$54.9 million
• Wine: Up 0.2% to CA$627.1 million, though volumes declined 5.6%
• Beer: Up 16.1% to CA$6.5 million

These figures highlight continued pressure on spirits volumes despite overall sales stability.

Political Concerns Surround Broader Boycotts

The partial return of US products in Québec follows ongoing debate about the economic consequences of alcohol boycotts. Last month, Québec finance minister Eric Girard raised concerns about Ontario’s proposal to boycott Crown Royal whisky.

Girard warned that the move could “further weaken Canadian production chains,” as quoted by The Spirits Business.

Québec US Alcohol Sales Reflect a Strategic Compromise

In effect, the province has chosen a targeted, time-sensitive approach. By allowing limited Québec US alcohol sales while donating proceeds to charity, officials aim to manage inventory risks without fully reversing the broader trade stance.

For now, the majority of American products remain off shelves—but this selective reopening signals that economic and logistical realities continue to shape policy decisions.

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Source of information

The Spirits Business Article — Québec puts some US alcohol back on shelves, written by Nicola Carruthers

The image of the article is courtesy of © DeluXe-PiX via Canva.com