Canada: Sleeman Breweries Ltd. has launched Sleeman Original Draught
Sleeman Breweries Ltd. announced on April 28 the launch of Sleeman Original Draught, a refreshing new beer from the Sleeman family of brands. Sleeman Original Draught is now available throughout Ontario and will be rolled out into other markets in time for summer.
“With the natural freshness and sociability of traditional draught beer, this new, unpasteurized lager is perfect for summer enjoyment,” said John Sleeman, Chairman & CEO of Sleeman Breweries Ltd. “While enjoying the rich, full flavour of our other brands, consumers have been asking for a highly refreshing beer that is appropriate for a variety of social occasions – but still has a distinctive taste that people expect from a premium beer. Sleeman Original Draft answers the call, providing a new benchmark for ice-cold, refreshing taste. We think Canadians are going to love it!”
Inspired by the time-honoured traditions of the famous Sleeman family recipe book, Sleeman Original Draught is made with premium ingredients, such as two-row Canadian barley and Sleeman’s own proprietary yeast, using a special hopping process to deliver it’s unique flavour and aroma.
Consumer research has demonstrated a very high level of interest for new Sleeman Original Draught, not surprising given the recent trends in the premium beer segment. For example, last year more people drank premium beer in Ontario than any other year on record.
Sleeman Original Draught is another premium choice for Canadian beer drinkers and will be priced in line with the rest of the Sleeman line-up, which ranges from the very popular Sleeman Cream Ale and Sleeman Honey Brown Lager, to Sleeman Clear, Sleeman Silver Creek Lager, Sleeman Original Dark, Sleeman Premium Light and Sleeman Steam brews. Original Draught will be available in the company’s hallmark clear-glass bottles, as well as cans.
“This is an exciting new product for Sleeman that fits neatly into our existing portfolio,” said Sleeman. “We’re confident that Original Draught will be well received by Canadians during the all-important summer beer season.”
Sleeman Breweries Ltd. is the leading brewer and distributor of premium beer in Canada and the third largest brewing company nationwide. The company has supplemented its core Sleeman brands, whichare available in every province, with a family of exceptional regional brands. These include Okanagan Spring and Shaftebury in British Columbia and Alberta, Upper Canada in Ontario, Unibroue in Quebec and Ontario, and Maclays in Atlantic Canada. Sleeman entered the rapidly growing value-price category in 1999 by acquiring the Stroh portfolio of brands in Canada. The company also markets and distributes world-class imported products such as Grolsch, Samuel Adams and Pilsner Urquell, and provides contract production for Japan’s Sapporo products in the United States. Sleeman is also available in selected U.S. and British markets.
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