Transcon and SAQ start wine quarterly

French language magazines in Quebec that rely on beverage alcohol advertising may soon be suffering the same kind of drought that has been in evidence in Ontario and in Nova Scotia as the government goes into direct competition with them. The Société des alcools du Québec (SAQ) and Transcontinental Media have announced the launch of CELLIER, a quarterly, bilingual, high-end publication aimed at consumers interested in learning more about wines and liqueurs. It will include a special section about new products.

Francine Tremblay, senior vice president of consumer publications at Transcontinental Media, said in a press release that the company is very pleased with the partnership with SAQ, in which Transcontinental Media's Magazine Group is the designated publisher of CELLIER and Transcontinental Boucherville is the printer:

"We are proud to be handling the publishing - from concept to completion for each edition, with the SAQ team's input and approval throughout the production process - as well as the printing of this magnificent magazine. The agreement between the government corporation and Transcontinental is highly promising for the future, and this first issue on France will definitely attract attention. Long live CELLIER!"

The editor is Marc Chapleau, a well-known figure in wine circles. The magazine is to present "portraits of the major wine regions around the world; fascinating stories about people inthe industry; articles on a range of topics; capsules on market trends, events and news; practical tips from experts; suggestions of interest to wine connoisseurs; information about wines and the foods that go with them; and trips to wine-growing areas."

About 85,000 French copies and 15,000 English copies will be made available in the 408 SAQ outlets in Quebec or mailed to Courrier vinicole subscribers and consumers transacting on saq.com portal.

Magazines Canada has made strong representations to the Ontario government about the impact that the LCBO's Food and Drink magazine has had on liquor, wine and beer advertisingin consumer magazines, criticizing it as unfair competition. Similarly, there is a dispute where Saltscapes in Halifax is suing the Nova Scotia Liquor Commission for not only publishing its own magazine, but stealing an idea that Saltscapes brought to them.