Implementation is a primary step in disseminating innovation because, without successful implementation, even the most effective program cannot show results. Many barriers were reported in the implementation evaluation of Alcochoix+, a Quebec program for managing alcohol consumption intended for non-dependent excessive drinkers. In addition to barriers already identified in the literature, such as lack of advertising, staff turnover, and financial resource problems, the results of this study point out a more specific barrier: a lack of understanding of the program's underlying approach. Moreover, the relative importance attributed to the barriers seems to change over time. These results illustrate the importance of conducting implementation studies for new programs.