The SAQ, Quebec’s alcohol retailer, reported a drop in revenues of $18.7 million or 3.5 per cent in the third quarter of the fiscal 2023-2024 year compared to the same period last year. Additionally, the volume of alcohol measured in litres also declined by 1.9 per cent during the same timeframe. However, it appears that the drop in alcohol business is being offset by an increase in sales at shops that sell non-alcoholic beverages. Sales are booming at Apéro à zéro, a Montreal boutique that exclusively sells non-alcoholic beverages. Customers are increasingly drawn to the shop due to a desire to avoid hangovers and maintain a healthier lifestyle.
Apéro à zéro is the only strictly non-alcoholic store in Quebec, and sales for non-alcoholic beer, wine, spirits, and mixed drinks are strong. Customers are intrigued by the quality products offered and are opting for non-alcoholic options to enjoy the taste of beverages without the negative effects of alcohol. The trend towards non-alcoholic beverages is not limited to Apéro à zéro; other stores like Dépanneur Écodep are also experiencing a surge in sales of non-alcoholic drinks that started during the Christmas holidays and continues to grow. The owner of Dépanneur Écodep has had to make more shelf space for non-alcoholic beverages to meet customer demand, indicating that this shift is more than just a passing trend.
The owner of Dépanneur Écodep, Marie Moubarac, notes that the increase in sales of non-alcoholic beverages is not just a trend but a sustained shift in consumer behavior. She points out that even with the arrival of spring, people are still requesting non-alcoholic options, indicating a lasting change in preferences. Similarly, at Apéro à zéro, the demand for non-alcoholic beverages is prompting the shop to consider expansion to meet the growing interest in sober lifestyle choices. Customers like Stéphanie Breton and her partner are consuming less alcohol in pursuit of a healthier lifestyle, enjoying the taste of different beverages without the negative effects of alcohol consumption.
In conclusion, the decline in alcohol sales at SAQ is being counteracted by the rising popularity of non-alcoholic beverages, as seen in the success of shops like Apéro à zéro and Dépanneur Écodep. Customers are gravitating towards non-alcoholic options due to health concerns, a desire to avoid hangovers, and the availability of quality products. This shift in consumer behavior towards non-alcoholic beverages is not a passing fad but a sustained trend that is prompting businesses to expand their offerings to meet growing demand. As more people embrace a sober lifestyle, the market for non-alcoholic beverages is likely to continue growing in the coming years.
