“They don’t feel indebted”: SAQ’s methods criticized by small local entrepreneurs

In a rarity in the Quebec wine world, small entrepreneurs are openly critical of the Société des alcools du Québec (SAQ). If omerta generally rule in this small environment, they are suffocated by the bureaucracy of the state monopoly.

“The SAQ has big problems. They don’t feel indebted. It’s an unaccountable monopoly,” begins Pascal Geritz of Prima’s agency.

The 44-year-old entrepreneur has been co-owner of his business for 5 years and describes himself as a “black sheep” in the industry as he does not hesitate to criticize the SAQ.

A poorly planned rose

He has brought together more than 20 entrepreneurs of his kind to complain about a specific situation, such as rosé wine orders.

This type of wine is very popular in the spring, when the terraces open, and in the summer, when the weather is warm.

However, many wine importing agents could not get their products on time last year.

“I ordered my rose in March and received it in October,” confirms Philippe Morissette of the Origins agency, another brave man unafraid to rub shoulders with the SAQ.

The SAQ has asked import agents to place rosé wine orders before February 4, 2022, two entrepreneurs explain. However, they hasten to add, rosé wine is not ready in February, but rather in March or April.

“It makes no sense, the winemakers don’t have time to produce it,” exclaims Pascal Geritz.

The state-owned company said it was aware of the situation and was “in consultation” with private agencies to resolve the issue.

After the February 4, 2022 deadline, the SAQ prioritized other wines in its orders.

Mr. Gerrits is organizing the Salon Rose tomorrow, March 4, in Montreal, on the one hand to sell Rose’s stock, and on the other hand, to go ahead with more than 20 of his colleagues.

They want to change the methods of SAQ.

No omerta, SAQ says

There are approximately 320 private agencies in Quebec that do business with the SAQ. They accounted for 5% of Crown Corporation’s sales and 8% of profits before the pandemic.

SAQ notes that private imports now contribute 3% of its sales.

“But they rely heavily on our products to deliver interesting new features,” says Philippe Morissette.

After all, we never hear agents explain their situation, because the wine industry has a “clear, unambiguous and precise omerta,” assures entrepreneurs.

“Agencies have lost their privileges for being too loud and not being able to put a product in branches for two years,” he says.

The SAQ denies these allegations and does not believe the Omerta hypothesis.

“When you do business with multiple partners, some are bound to be less than happy,” summarizes spokeswoman Genevieve Cormier.