A Terroir d'ici outlet in Quebec City - The SAQ provides an international showcase for Quebec products

    MONTREAL, Feb. 14 /CNW Telbec/ - Always striving to support the efforts
of local producers, the Société des alcools du Québec is pleased to announce
that the Signature outlet in Quebec City's Château Frontenac will be converted
to a Terroir d'ici outlet by June 2008. Some 700 products will be available at
the new outlet, including 280 Quebec products such as wine, mead, cider and
fine spirits. Tourists from the four corners of the world as well as regular
Old City customers will thus be plunged into the aromas and flavours of
    As a result, the SAQ's lease at the Château Frontenac has been extended
until January 2012. The work to adapt the Rue des Carrières outlet to the
Terroir d'ici concept will begin in May 2008 and last less than a month.
    As part of the conversion process, the Signature outlet's upmarket
products will be temporarily transferred to the Sélection outlet located at
400 Jean-Lesage Boulevard. This arrangement will last for about 18 months. To
better serve the Enthusiast and Connoisseur customer segments, a new Signature
outlet should be opened toward the end of 2009. Talks are currently under way.
The SAQ is looking for the most appropriate location in the business heart of
the greater Quebec City area.

    Quebec products in figures

    Local products are increasingly popular with Quebec consumers. The trend
is clear: sales of Quebec products have increased sixfold in five years,
rising from nearly $2 million in 2002 to $12 million in 2007. During the same
period, the number of outlets offering a selection of Terroir d'Ici products
has grown from 66 to 360.

    The SAQ is a government corporation with a mandate to sell alcoholic
beverages. Its mission is to provide good service to people in every region of
Quebec by offering a wide variety of quality products at the same price
throughout the province. The SAQ carries out its mandate through a network of
414 outlets and 397 agencies. It sells more than 7,000 products from some
55 countries.
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For further information:

For further information: Stéphanie Trudeau, Manager, Public Affairs,
(514) 254-6000, ext. 6574, stephanie.trudeau@saq.qc.ca

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Société des alcools du Québec - SAQ

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