Quebec’s first specialty wine store, La Boîte à Vins, is closing its two Montreal-area branches. The company was about to celebrate its fifth anniversary. This is a blow for Quebec winegrowers who are losing an important point of sale.
The young owner of the Wine Box, Louis-Philippe Mercier, does not hide his disappointment. His business specializing in the sale of Quebec wines experienced exceptional growth after its launch. Alas, the sales are no longer there.
“We exploded during the pandemic, explains the entrepreneur. Now is the time to take stock and we realize that we are no longer viable. »
Sommelier by training, Louis-Philippe Mercier opened the Wine Box in Beloeil. Less than a year after opening, he moved the business to Montreal to be closer to his clientele. At the height of the pandemic, in 2021, Quebecers’ enthusiasm for local wines encouraged him to open a second branch in Longueuil.
“He was one of my biggest clients, but he was above all a great ambassador for Quebec wines,” confirms Sébastien Daoust, owner of Les Bacchantes vineyard.
Louis-Philippe Mercier will continue to offer Quebec wines in Longueuil in the premises occupied by his other business, a branch of sausage maker William J. Walter. To do this, the Wine Box reduced its inventory by 80%.
La Boîte à Vins had to deal with a major challenge: it was no longer the only one to offer Quebec wines. Several other local businesses such as cafes, bakeries or convenience stores also offered them. The competition had become too strong, summarizes Mr. Mercier.
“When I opened Longueuil two years ago, there was no other business selling Quebec wines in the neighborhood,” he says. Now there are six, mostly bakeries. That’s what hurt us the most. »
Should we conclude that Quebecers have quenched their thirst for discovering Quebec wines? Winemaker Sébastien Daoust remains optimistic: rather, he believes consumers are more selective and the market is stabilizing.
“People have tasted, they know what they like,” he said. They don’t buy anything anymore. »
According to data compiled by the Conseil des Vins du Québec, 31% of Quebec wine sales are made in grocery stores and convenience stores. However, many merchants fear that this number will decrease as of December 1, because in order to comply with international trade rules, winemakers will have to pay just over 40% tax on bottles sold in grocery stores and convenience stores. This rule is the same as the SAQ mark-up.
To avoid paying this surcharge, winemaker Eric Blouin, from Clos Sainte-Thècle, has already removed his bottles from grocery stores “time to see how things will go”. His wines are only offered at the vineyard and in a few restaurants. These are not subject to the new tax.