Montréal, February 24, 2026 — Spirits Canada welcomes the Québec government’s decision to allow the sale of spirit-based ready-to-drink beverages in grocery and convenience stores. This measure corrects a long-standing inconsistency and responds directly to the expectations of Québec consumers.
Spirits Canada, which represents spirit producers and importers across the country, notes that comparable products in terms of format and alcohol content were until now sold through different retail channels solely based on their production method. The announced modernization simplifies access for consumers and restores greater equity among ready-to-drink categories.
A recent Léger survey conducted on behalf of Spirits Canada also showed that 91% of regular consumers support the sale of these products in grocery and convenience stores.
“This decision responds to a clear expectation from Québec consumers, who want more choice, greater consistency and easier access to products with comparable alcohol content and formats,” said Cédric Salibi, Senior Vice-President, Policy and Analytics at Spirits Canada. “It modernizes the regulatory framework and finally allows the same opportunities for all ready-to-drink beverages, to the benefit of consumers.”
Spirits Canada will continue working with the government to ensure the smooth implementation of this measure and to support a more coherent market aligned with Québec consumers’ purchasing habits.
About Spirits Canada
Spirits Canada was founded in 1947 and is the leading voice and trade organization representing the interests of the distilled spirits industry both nationally and globally.
Spirits Canada partners with producers, liquor boards and government agencies to promote the growth of the industry and are strongly committed to the encouragement of moderate and responsible consumption of beverage alcohol for those adults that choose to drink.
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Information:
André Fortin
Massy Forget Langlois Public Relations
afortin@mflrp.ca | 514-928-3828
