The McTavish brewery in Vieux-Terrebonne, a local favorite for 26 years, will close on November 2 due to changing consumer habits, economic challenges, and owner fatigue. The shift in young people’s drinking behavior, exacerbated by COVID-19, led the brothers to adapt their business model. Despite memories of lively gatherings, the bar struggled to remain profitable, prompting the Laforest family to seek new opportunities. The closure marks a poignant end for a cherished community establishment.
Changing trends in youth behavior, economic challenges, and owner burnout have led to the closure of a beloved brewery that made its mark in Vieux-Terrebonne over the past 26 years.
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“These days, people aren’t drinking as much. Young adults are opting out,” says Maxime Laforest, who, alongside his two brothers, has managed the establishment through thick and thin for 26 years. “If a bar or restaurant lasts four or five years around here, that’s remarkable,” he shares.
The McTavish will officially close on November 2, leaving many Quebecers in disbelief who have cherished countless nights at the intersection of rue Saint-Pierre and rue Sainte-Marie, just a short walk from the Vieux-Terrebonne theater.
“For many years, we had crowds filling both floors, with lines stretching outside. It was a nonstop celebration, especially during special events like Saint-Jean-Baptiste!” Maxime reminisces.
Shifting Youth Trends and COVID-19
However, youth drinking patterns have evolved significantly, especially among those under 21, who now face strict penalties for drinking and driving.
“Just a little while ago, we would host large youth gatherings on Thursdays. The bar would be packed, but sales just didn’t reflect that. Now, designated drivers and non-drinkers are common. We’ve seen an increase in orders for water and orange juice, which doesn’t generate much profit,” he explains.
In response, the brothers redesigned the McTavish as a brasserie and added a restaurant, even introducing a comedy club called the Foutoir on the upper level.
Then, the pandemic hit, altering the landscape permanently. “It struck us hard. The impacts of COVID are still felt today because socializing and drinking habits have drastically changed,” Maxime continues.
Jasmin Guénette, who worked as a bartender and server when McTavish first opened 25 years ago, recalls, “I was in high school with those guys. The McTavish was the go-to place for weekend outings in Vieux-Terrebonne.” Now the Vice President of National Affairs at the Canadian Federation of Independent Business (CFIB), he expresses his sadness regarding the closure. “It’s tough, with razor-thin profit margins in this sector. Our members are reporting that consumers are cutting back more and more,” he adds.
A Family’s Tough History
Tragedy struck the Laforest family on October 17, 2000, during a biker conflict when Francis, one of the brother-owners, denied drug dealers entry to the bar. In retaliation, he was tragically beaten to death with a baseball bat.
“Closing the bar will bring some sense of closure for us,” reflects Maxime with a heavy heart.
Now, the time has come for new beginnings. “I’ve just turned 50, and after 25 years in this business, I’m ready to explore new opportunities,” he shares, looking to pursue a career in financial services.
Since announcing the closure, Maxime and his brother Yannick have been overwhelmed with messages from former patrons.
“In the past, people came to bars to meet their future spouses. We’re receiving comments along those lines: ‘I met my girlfriend here, married my wife I met at your bar, and now we have kids,'” he recounts fondly.
“But today, things are different. Young people come in glued to their phones, rarely engaging or even making eye contact…”