This article examines the rise of vernacular consequence marker ça-fait-que (CFQ), often realized as [fɛk] or [fak], at the expense of its standard counterparts donc and alors in Montreal French. The apparent-time analysis is based on a 2012 corpus of semi-directed interviews collected in Montreal. Previous studies treated the CFQ/donc/alors alternation as a purely lexical sociolinguistic variable. Our analysis shows how a vernacular variant (CFQ), initially associated with the working class and stigmatized, comes to compete, develop as a default form, and eventually crowd out forms at the other end of the social prestige scale (alors and donc). We rely on new socio-phonetic considerations to unveil a reconfiguration of the variable. The integration of the sociophonetic dimension sheds light on a complex process of diffusion, where a change from below is propelled by an additional change, but from above. Our article shows the key role played by women in both changes.