Samenvatting

To summarize, this report submits and analyses the way how an agency can improve its chances to introduce wines within Quebec’s alcohol monopoly: Société des Alcools du Québec’s stores (SAQ), the monopoly in charge of importation, distribution and sales of all alcoholic beverages in the province of Quebec. Quebec’s alcohol monopoly took place in 1921, despite a momentum of prohibition in North America. Today, 79% of the alcohol that is sold consists of wine. 95% of the wines in the stores are represented by wine promotional agencies. The purpose and the objectives of this report are to focus on "How can a wine promotional agency increase its chances to enter and conserve a product at the SAQ?"