What Educ'alcool does

Éduc'alcool is an independent, non-profit organization founded in 1989 and headquartered in Montreal, Quebec, dedicated to alcohol education and prevention for the Quebec population. Operating under the legal entity Fonds Éduc'alcool inc., it delivers a portfolio of free digital tools (Calcoolateur for blood alcohol tracking, Standard Drink Server for drink calculation, Drink Counter, and Mes Choix Alcool) and content resources (Alternalcool with 160+ mocktail recipes, publications, school curricula such as "À toi de juger", responsible event guides, parenting resources, and the Action Service hospitality training program). The organization also runs the Alternalcool establishment certification and the €5,000 Bourse Alternalcool grant in partnership with Alambika.

The organization reaches its audience through a multi-channel approach combining mass media campaigns on Radio-Canada, sponsored content in Quebec media outlets (Les Affaires, La Presse, Urbania), a reality television partnership with Occupation Double, an ambassador program led by André Robitaille, and field programs deployed via schools, workplaces, healthcare providers, and the hospitality industry. Partnerships with ITHQ, ARQ, ACEE of Québec, AIDQ, SAAQ, Opération Nez rouge, Montreal Science Centre, and Le Parachute extend its institutional reach.

Éduc'alcool is funded through a consumer-pays model in which consumers indirectly contribute with each purchase of an alcoholic product, supplemented by government grants, corporate partnerships, and member contributions. The SAQ does not directly fund the organization. It maintains a 95% credibility rating among Quebecers and attributes the finding that nearly 60% of Quebecers report a moderate relationship with alcohol partly to its educational efforts. The organization is governed by a Board of Directors currently chaired by Yvan Gendron (appointed June 2026) and led by Executive Director Josée Côté (appointed October 2025).

Name

Educ'alcool

Legal name

Fonds Éduc'alcool inc.

Website

https://educalcool.qc.ca

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Éduc'alcool is a Quebec-based non-profit founded in 1989 that delivers free alcohol education, prevention tools, and awareness programs to the general population, schools, workplaces, and the hospitality industry through digital tools, school curricula, and strategic partnerships.

Ownership category

akta.pro rank

Product category

Public Health Education and Alcohol Prevention Services

NAICS

Educational Services (611), Educational Support Services (611710), All Other Miscellaneous Schools and Instruction (611699)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Substance Use Prevention & Student Assistance Programs (School-Based) (EDAKAMAJ)

Keywords

• Alcohol education
• Responsible drinking
• Prevention programs
• Public health awareness
• Community education

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Consumer-pays model: Consumers indirectly contribute to Éduc'alcool with each purchase of an alcoholic product. This 'consumer-pays' mechanism allows the organization to maintain financial independence while ensuring stable funding. The SAQ (Société des alcools du Québec) does not directly fund Éduc'alcool.
2. Diversified partnerships: Éduc'alcool partners with both public and private entities to diversify funding sources, including government grants, corporate partnerships, and member contributions, to strengthen awareness campaigns while remaining true to its mission.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

Éduc'alcool is a Quebec non-profit organization that delivers free alcohol education and prevention programs to the public. Its core offerings include interactive online tools (Calcoolateur, Standard Drink Server, Drink Counter, Alternalcool mocktail recipes), school curricula for primary and secondary students, workplace and event-hosting guides, hospitality industry training and certification, and parenting resources aimed at promoting responsible alcohol consumption across Quebec.

Product overview

Éduc'alcool is a non-profit organization focused on education and prevention regarding alcohol consumption in Quebec. Their product portfolio consists of interactive digital tools (Calcoolateur, Standard Drink Server, Count Your Drinks, Alternalcool), educational programs (School Programs, responsible event guides, parenting resources), and field initiatives (Alternalcool Establishments certification, Action Service training, Mes Choix Alcool). The core offering centers on practical tools that help Quebecers make informed choices about alcohol consumption through calculators, educational content, and community-based programs.

Differentiator

Problem solved

Functional benefit

Brands

• Alternalcool: A program featuring mocktails and low-alcohol cocktail recipes for alternating alcoholic and non-alcoholic beverages.
• Bourse Alternalcool

Products and services

• Calcoolateur (Calcoholator) Online tool that allows users to track the evolution of their blood alcohol concentration over a short period or during an event, designed for the Quebec general public.
• Verseur de verre standard (Standard Drink Server) Calculator tool that helps users account for drink type, alcohol percentage, and quantity poured to better calculate their actual alcohol consumption.
• Compter ses verres (Count Your Drinks) Awareness tool that helps users track what they are drinking in order to support moderate consumption.
• Alternalcool recipe platform

Quantifiable outcome

• Nearly 60% of Quebecers report having a moderate relationship with alcohol
• +2 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• AlambikacoreStrategic or Co-development Partner · 6 January 2026Éduc'alcool and Alambika jointly developed the Bourse Alternalcool (Alternalcool Grant), a $5,000 grant supporting bars, hotels, and restaurants that diversify their drink menus with low- and no-alcohol options. Alambika also provides cocktail/mocking supplies and participated in the Science and Industry event, showcasing both alcoholic and non-alcoholic beverages.
• Lauriers de la gastronomie québécoisecoreGTM or Marketing Partner · 6 January 2026Annual awards gala where the Bourse Alternalcool is awarded, recognizing Quebec establishments for innovation in responsible beverage service. The event provides high-profile recognition for hospitality industry partners promoting moderate consumption.
• Institut de tourisme et d'hôtellerie du Québec (ITHQ)coreStrategic or Co-development Partner · 6 January 2026ITHQ partners with Éduc'alcool to offer the Action Service training program, raising awareness among hospitality staff and establishments about principles of responsible alcohol service. The institute provides expertise in hospitality education.
• Association Restauration Québec (ARQ)coreChannel Partner/ Reseller/ Distributor · 6 January 2026ARQ promotes the Alternalcool Grant through its extensive member network of Quebec restaurants, helping highlight initiatives led by establishments committed to responsible beverage service and diverse drink options.
• Jean Lapointe FoundationminorGTM or Marketing Partner · 6 January 2026Collaboration around the 28 Days Sober Challenge, where participating bars and restaurants commit to offering mocktails and donating to the cause for each alcohol-free beverage sold. Establishments' involvement may be highlighted in Alternalcool Grant applications.
• Montreal Science CentreminorGTM or Marketing Partner · 30 January 2024Venue partner for the Science and Industry event bringing together scientists, addiction experts, and alcohol industry professionals to discuss drinking habits and their impact on physical and mental health.
• Association des intervenants en dépendance du Québec (AIDQ)minorStrategic or Co-development Partner · 30 January 2024Joint discussion between Éduc'alcool and AIDQ on ways to mix alcohol, cannabis, or other substances with less risk, emphasizing non-stigmatization of people who choose to consume.
• Société de l'assurance automobile du Québec (SAAQ)minorStrategic or Co-development Partner · 30 January 2024Panel participation in Science and Industry event discussing drinking and travel (car, bicycle, motorcycle), individual responsibility, and manufacturer social responsibility (ESG) factors.
• Opération Nez rougeminorGTM or Marketing Partner · 29 November 2023Partnership for the Guide for Responsible Events, promoting safe transportation options during holiday seasons. Between 2016 and 2022, alcohol was involved in 25% of fatal collisions and 15% of serious injury collisions in Quebec, highlighting the importance of this partnership.
• Occupation DoublecoreGTM or Marketing Partner · 11 September 2023Partnership with the popular Quebec reality television show to reach youth audiences with alcohol awareness messaging. Executive Director Geneviève Desautels provided training to production team and contestants on alcohol consumption and moderation. The partnership generated discussions among families, friends, and colleagues.
• Le Parachute (Main - Quebec Innovation Accelerators)minorStrategic or Co-development PartnerPartnership supporting mental health initiatives in business settings, encouraging entrepreneurs to rethink their relationship with mental health beyond alcohol consumption as part of workplace wellness programs.
• ACEE of QuébeccoreStrategic or Co-development PartnerThree-year partnership supporting social entrepreneurship and peer-to-peer alcohol awareness targeting the 17-24 age group. The partnership leverages ACEE's network to reach young Quebecers with responsible drinking messaging through social entrepreneurship initiatives.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Alcohol Focus Scotland: Scotland's national alcohol charity working to reduce alcohol harm through education, advocacy, and training. Comparable as a regional/sub-national alcohol education nonprofit with research-based programs and workplace training.
• Drinkaware (UK): UK-based independent charity focused on alcohol education and harm reduction, funded through a similar industry-contribution model. Most directly comparable peer in mission, funding structure, and toolset (BAC calculators, drink tracking, workplace resources).
• European Alcohol Policy Alliance (Eurocare): Alliance of public-health organizations across Europe working on alcohol policy and prevention. Comparable mission of alcohol-harm prevention and education at a multi-country scale.
• DrinkWise Australia: Australian not-for-profit social change organization focused on reducing alcohol harm through education, funded by industry contributions. Directly comparable in mission, funding model, and target audiences.
• Canadian Centre on Substance Use and Addiction (CCSA): Canada's national substance-use advisory body providing research, policy guidance, and public-education resources. Most directly comparable Canadian peer; broader mandate (all substances) but overlapping school, workplace, and population audiences.
• Responsible Drinking Foundation (Netherlands): European nonprofit developing school programs and public-awareness campaigns around responsible alcohol consumption. Comparable scope across school education, hospitality engagement, and public campaigns.
• Century Council / Ask, Listen, Learn (US): US alcohol-industry-funded underage drinking prevention program with school curricula. Directly comparable school-based prevention mission and industry-funded operating model.

Broad incumbents

• MADD Canada: National Canadian nonprofit addressing impaired driving through education, victim services, and policy advocacy. Comparable in mission-adjacent prevention work and Canadian reach, but specialized on the road-safety angle.
• Mothers Against Drunk Driving (MADD US): US nonprofit addressing drunk driving through education, victim support, and policy. Comparable prevention-education model with a wider advocacy and victim-services mandate.

Others

• National Institute on Alcohol Abuse and Alcoholism (NIAAA): US federal agency funding research and disseminating evidence-based information on alcohol and health. Comparable public-education and scientific-rigor orientation, but as a government research body rather than an independent nonprofit.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/educalcool
• LinkedInlinkedin.com/company/educalcool
• Facebookfacebook.com/Educalcool

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Educ'alcool