Quebec government to allow sale of spirit-based ready-to-drink beverages in grocery stores

The Quebec government has announced its decision to allow the sale of spirit-based ready-to-drink beverages in grocery and convenience stores. 

Spirits Canada, which represents spirit producers and importers across the country, notes that until now, comparable products in terms of format and alcohol content were  sold through different retail channels solely based on their production method. 

A 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.

READ: Quebec consumers want ready-to-drink spirit-based beverages in grocery stores: study

“This decision responds to a clear expectation from Quebec 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, in a press release. “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 on the implementation of this measure.