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Quebecs state-run liquor seller, the SAQ, is intensifying sales strategies amidst declining alcohol consumption. Despite a 3.6% drop in total volume sold last year, the SAQ generates $1.4 billion for the province, prompting new tactics. These include partnering with Uber Eats for delivery, expanding SAQ zones into more stores, and personalized customer outreach. However, public health experts and groups criticize these moves, citing health risks and undermining the benefits of a public monopoly. The SAQ defends its approach, emphasizing responsible drinking and funding public services through dividends. Meanwhile, critics question the double standard with cannabis, which faces stricter regulations, sparking debates in Quebec.

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