“A3, the association of nearly 80 wine, beer and spirits agencies representing over 90% of products found at the SAQ and nearly half of private imports, has learned of the announcement by Samuel Poulin, Minister for the Economy and Small and Medium-sized Enterprises, Minister responsible for Youth and Minister responsible for the Chaudière-Appalaches region, Ian Lafrenière, Minister of Public Security, Minister responsible for Relations with First Nations and Inuit and Minister responsible for the Nord-du-Québec region, and Geneviève Hébert, MNA for Saint-François and Parliamentary Assistant to the Minister for the Economy and Small and Medium-sized Businesses (Small and Medium-sized Businesses section) on the consultations aimed at modernizing the alcohol sector. From the outset, A3 insists that the realities of the agencies be fully taken into account in this reform, and reiterates its willingness to participate formally in the consultations announced by the Quebec government. In fact, A3 has already launched a consultation with its members to identify the concrete measures to be proposed, an approach which demonstrates that agencies are ready to contribute to a thoughtful modernization, rooted in expertise in the field.

A3 is enthusiastic about modernizing the system to improve the current model, while respecting the framework that Quebec has set for itself. Agencies appreciate the quality of the existing public model, but are calling for greater transparency, flexibility and coherence. A3 wants an intelligent modernization that reinforces what works and corrects known irritants.

The industry relies on an essential balance: economic performance, diversity of supply and product quality must go hand in hand. Agencies play an essential role in maintaining this balance, by promoting access to a wide variety of products from all over the world, at a fair price for consumers. Data from the organization’s latest study, the Indice A3, clearly demonstrate this: over 60% of Quebecers say that the variety of the offer encourages them to discover new products, a role directly supported by the agencies, which contribute over 90% of the products available at the SAQ. The study also confirms that quality is one of the main selection criteria for 82% of consumers. 58% of Quebecers believe that agencies facilitate access to a more varied range of alcoholic products.

In this context, the watchwords are clear: agility and flexibility must guide any modernization of the sector, in order to support a sustainable model that benefits all players and consumers. Agencies must be at the table. A3 will work in a structured and collaborative way to make their voices heard and demonstrate how their expertise contributes to the performance of the Quebec model.”

Catherine Lessard, General Manager, A3