As the late-summer sun cast its golden glow over the Grand Quay of the Port of Montreal, the first-ever Grand Apéro SAQ unfolded like a postcard-perfect celebration of all things wine, spirit, and joie de vivre. Held on August 30 and 31, this vibrant festival marked the 10th anniversary of the SAQ Inspire program, transforming the iconic waterfront into a sprawling playground for bon vivants.
For two unforgettable days, the Grand Quay pulsed with energy, laughter, and clinking glasses as more than 100 brands of wine, spirits, apéritifs, and low-alcohol drinks showcased their finest creations. Whether you were a connoisseur swirling your next favorite vintage or a curious newcomer exploring the world of ready-to-drinks, the Grand Apéro SAQ promised and delivered an experience for every palate.
A Toast to Celebration and Connection
From the moment guests stepped onto the pier, it was clear this wasn’t just another tasting event. With immersive zones dedicated to discovery, learning, and pure fun, the festival captured the spirit of Montreal itself: dynamic, inclusive, and endlessly indulgent.
The Espace Cocktail drew in the crowd early, where mixologists shook up inventive blends inspired by both local terroir and global trends.
Nearby, the Bar à Vin was a haven for wine lovers, featuring pours from France, Italy, and Québec’s own emerging vineyards.
The Terrasse Inspire, overlooking the St. Lawrence River, offered a breezy escape where guests could sip rosé as DJs like L’Isle spun smooth, summer sets.
But the Grand Apéro SAQ wasn’t all sipping and swaying. Food lovers flocked to the gourmet food truck zone, where local favorites such as Le Greg’s Diner, Mama Caliente, and La Cabane à Chichi dished out elevated street food. A dedicated BBQ area added smoky flair to the evening air, while each ticket included a food voucher and ten tasting coupons: a clever way to balance indulgence with accessibility.
Immersive Experiences and Masterclasses
The festival’s ambition shone brightest inside the Port of Montreal Tower, where exclusive masterclasses took place. Here, acclaimed sommeliers Véronique Rivest and Michelle Bouffard guided intimate groups through the art of tasting, terroir, and pairing. For attendees eager to elevate their knowledge beyond the glass, these sessions were a true highlight, a thoughtful nod to SAQ Inspire’s mission of education through experience.
Meanwhile, the outdoor zones offered sensory adventures of their own. Guests stepped into themed spaces like the Nicolas Feuillatte Champagne universe, designed by pop artist MIKA, and a charming Vins de France pavilion inspired by the Tour de France itself. These installations merged artistry, branding, and ambiance, transforming the waterfront into a living gallery of flavor and design.
A Musical, Multisensory Celebration
Music was the heartbeat of the weekend. From the live sets of singers like Éléonore Lagacé and Rafaëlle Roy to surprise pop-up performances, the Scène Inspire stage kept the crowd moving. As twilight descended, festivalgoers danced under strings of lights, glasses raised high, as if to toast Montreal’s unique blend of sophistication and spontaneity.
The Verdict: A New Montreal Classic
The Grand Apéro SAQ 2025 was an affirmation of Quebec’s evolving relationship with wine and spirits: social, curious, and joyfully inclusive. With its immersive zones, star-studded masterclasses, and festival-like atmosphere, this debut edition set a dazzling precedent. If this inaugural celebration is any indication, the Grand Apéro SAQ is poised to become a new summer classic on Montreal’s event calendar, where passion, flavor, and creativity flow as freely as the drinks themselves.
