Overview: The recent surge in demand for whisky in Quebec is attributed to the removal of American products from SAQ shelves. This has led to a significant increase in sales, with some distilleries reporting stock running out. Local producers are now capitalizing on this trend by offering unique and high-quality products.
The Full Story
Quebec’s whisky industry is experiencing an unprecedented boom, with sales increasing by 114% since last year. This growth can be attributed to the Quebec government’s decision to remove all American products from SAQ shelves in response to tariffs imposed by U.S. President Donald Trump. The removal of these products has given local distilleries more shelf space and exposure, allowing them to capitalize on the growing demand for whisky.
Distillerie de Montréal is one such distillery that has seen a significant increase in sales. Production manager Alex Arpin reports that their whisky production has gone up majorly, with sales doubling since last year. Their honey-based whisky liqueur, Abeille, is now one of the best-selling products.
The Union québécoise des microdistilleries also attributes the growth to a lack of competition in the market. General manager Paul Goulet explains that whisky takes a minimum of three years to age and tends to be less popular in Quebec than in other provinces, making it easier for local producers to gain traction.
Production & Profile
The production process at Distillerie de Montréal involves integrating honey from the Miels d’Anicet farm into their Montreal whisky recipe. This unique blend gives Abeille its distinct flavor profile and sets it apart from other products on the market.
Abeille is a Jack Daniel’s-style drink made with real honey and no caramel or colorants, making it an attractive option for consumers looking for high-quality, locally produced products.
Brand & Industry History
The SAQ has been instrumental in promoting local whisky producers. Category manager Éloïse Michaud explains that removing American products from shelves gave more room for Quebec products to shine. Whisky is a strong category with big names and products, but the lack of competition allowed local distilleries to gain traction.
The Union québécoise des microdistilleries has also been working closely with the SAQ to promote local whisky producers. General manager Paul Goulet says they are actively training SAQ staff on promoting Quebec products as alternatives to American-made ones, ensuring that consumers discover and appreciate high-quality local products.
What This Means
The growth of the whisky market in Quebec has significant implications for the industry as a whole. Local distilleries are now more confident than ever about their ability to compete with established brands like Maker’s Mark and Jack Daniel’s.
This trend is also expected to continue even after American products return to SAQ shelves, as consumers have developed a taste for high-quality local whisky. The Quebec government’s decision has inadvertently created an opportunity for local producers to shine, and they are now capitalizing on this momentum.
Consumer Takeaway
The surge in demand for whisky in Quebec is not just about the product itself but also about supporting local businesses and promoting regional identity. Consumers can expect more unique and high-quality products from local distilleries as they continue to innovate and adapt to changing market trends.
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