What is the SAQ markup and why is it controversial?

The SAQ markup is a 50% surcharge that can apply even when the SAQ does not physically handle a bottle. Quebec distillers argue this raises shelf prices and cuts producer margins, slowing growth and hiring. They want the surcharge removed in those cases to support fairer pricing and a healthier local spirits market.

What is Bill 11 Quebec and how could it change alcohol rules?

Bill 11 Quebec is the government’s vehicle to adjust parts of the alcohol framework without removing the SAQ monopoly. Officials signalled openness to refine rules that affect pricing and distribution. If changes exempt non-handled bottles from the SAQ markup, producers could see better margins and consumers may gain more choice.

How would SAQ markup reform affect restaurants and bars?

Lower or removed SAQ markup on certain products could reduce landed costs for restaurants and bars. That may expand cocktail programs and local spirits lists, improve flight margins, and support rotating features. Operators could refresh menus more often and carry more Quebec distillers’ products if pricing becomes more competitive and predictable.

When could changes to the SAQ markup take effect?

Timing depends on legislative progress, consultations, and regulatory guidance under Bill 11 Quebec. The government has indicated openness to adjustments while keeping the SAQ monopoly. Investors should track committee activity, draft rules, and official notices to gauge effective dates and the scope of any approved changes.

Law and Government

January 11: Quebec Distillers Push SAQ Markup Reform as Govt Signals Openness

ByDanny Kontos January 11, 2026January 11, 2026

SAQ markup is under fire as Quebec distillers push for reform. Microdistillers say the 50% surcharge, applied even to bottles not handled by the SAQ, limits growth and investment. The government says it will not end the SAQ monopoly but is open to adjustments through Bill 11 Quebec. We unpack what could change, how SAQ markup affects prices and margins, and what retail investors in Canada should watch across spirits production and hospitality demand.