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  • #InsideOut Alain Brunet

    01 February 2016Interviews

    Interview with Alain Brunet, President and Chief Executive Officer of Société des Alcools du Québec (SAQ)

    My motto at work? Never be complacent, try to outdo yourself and constantly grow.


    SAQ in 3 words? Customer, expertise and passion.


    SAQ’s ambitions for the future? Connected to the world, SAQ wishes to continue to help its customers discover new products while remaining attentive, available/accessible/affordable and always on the move.   


    What role will online wine sales play?  Digital channels are an integral part of our dialogue with and commitment to our clientele. We wish to continue to be highly active in this area.


    That latest project initiated by SAQ? SAQ Inspire, a new way to get in touch with our customers. We wish to personalize this relationship even more in order to help them even better in choosing amongst our range of wines and spirits. It’s an experience you have to discover.


    What countries stand out most in terms of sales? France: there has always been a special bond between Quebeckers and French wine. In the past year, New World countries such as Australia and South Africa have also stood out.


    What makes for a good communication campaign? A campaign that touches people and helps to enrich our relationship with our customers.


    The professional accomplishment I’m proudest of? Helping SAQ to evolve every day at the heart of a strong team. Our broad-based approach that targets all types of customers – from novices to passionate connoisseurs – is also a source of pride for me. Our customer satisfaction rate, at over 90%, testifies to this.


    My relationship with social networks? I consider myself as an interested observer. For SAQ, they are an excellent way to communicate and build a bond with its customers.


    A cause I feel strongly about?  The Quebec Food Banks. Before we talk about fine tableware, culinary arts and so on, the people of Quebec have the right to be able to put something on their plates.


    A culinary tradition I’m quite fond of? Dishes that come from Quebec’s rural, family tradition. Recipes like cipâte (editor’s note: from the English “Sea-Pie”, a layered meat pie made with meat or fish) or pig’s feet stew, for example, adapted to modern tastes.


    My favorite dish? In winter, a stewed dish, such as veal cheeks with white wine and mustard.