Wine Routes in Quebec: Between Marketing and Development of Networks

Abstract

Wine routes are increasing in different wine regions of the Old World and the New World. In Quebec, the wine sector is young, but there is a great development of wine routes. This is mainly explained by the nature of the distribution of wine in Quebec, where the sale of alcoholic beverages is controlled by a state monopoly: the SAQ. Faced with the difficulties of entry into the SAQ, on-site sales are the main outlet for the Quebec wine makers, especially for smaller wineries. This environment is conducive to the development of wine routes. Wine routes in Quebec are important for the marketing of wine. At the same time, they participate in the construction of wine territories, acting as regional networks and regional development engines. Thus, the main hypothesis of this article postulates that the wine route is a mechanism that can lead to the creation of wine-growing areas, creating relationships between winemakers or strengthening existing relationships. The wine route helps stakeholders to transform geographic proximity into relational proximity. The objective of this article is first to present the characteristics of wine routes in Quebec and then to analyze their roles in the establishment of regional networks and the development of territories.