SAQ Backtracks on Plan to Eliminate Cardboard Boxes

Quebec’s liquor retailer, the Société des alcools du Québec (SAQ), has reversed its decision to eliminate cardboard packaging for wine and spirits, citing significant customer pushback and operational challenges in the rollout of its sustainability initiative.

The SAQ announced on April 18, 2026, that it would reinstate the use of cardboard boxes for certain products after initially planning to phase them out by the end of 2025 as part of its environmental strategy to reduce waste and carbon emissions. The reversal follows widespread criticism from consumers, small retailers and industry groups who argued that the change would increase costs, complicate shipping, and negatively impact product presentation, particularly for gift items.

The original plan, unveiled in late 2024, aimed to replace cardboard containers with alternative packaging materials such as recycled plastic or molded pulp for select wine and spirit lines. The SAQ had projected that eliminating cardboard would divert approximately 1,200 tonnes of material annually from landfills and reduce greenhouse gas emissions tied to packaging production and transport by up to 15%.

However, internal feedback and external consultations revealed logistical difficulties, including increased breakage rates during transit and incompatibility with existing automated sorting systems used by third-party distributors. Small independent retailers, which rely heavily on the SAQ for inventory, reported that the new packaging made shelf-stocking more difficult and raised concerns about damaged goods leading to higher return rates.

In a public statement, SAQ President and CEO Catherine Dagenais acknowledged the missteps in implementation. “We launched this initiative with the best intentions to reduce our environmental footprint, but we underestimated the complexity of changing packaging across such a broad product range without adequate consultation,” Dagenais said. “Listening to our customers and partners has been essential, and we are adjusting our approach to balance sustainability goals with practical realities.”

The SAQ emphasized that it remains committed to reducing packaging waste and will continue exploring eco-friendly alternatives, including lightweight cardboard designs, increased use of recycled content, and pilot programs for reusable containers in select urban markets. A revised sustainability roadmap is expected to be released by the SAQ in early summer 2026, incorporating feedback from stakeholders and results from ongoing pilot projects.

The reversal highlights the challenges faced by large retailers in implementing sustainability measures that affect supply chains and consumer experience. While environmental objectives remain a priority for the SAQ, the episode underscores the importance of stakeholder engagement and phased implementation when altering long-standing operational practices in regulated industries.