E-Malt.com News article: 1024

The Canadian brewer, Sleeman Breweries Ltd., and Diageo Canada Inc. announced on May 5, 2003 distribution agreements that will see the Diageo draught and packaged brands Guinness, Kilkenny, Harp and Smithwicks being distributed by Sleeman in the provinces of British Columbia and Quebec. Sleeman presently distributes these products in Nova Scotia and PEI. Arrangements for the distribution of such brands will remain the same in all other provinces across Canada. These arrangements specifically exclude existing arrangements for the Guinness Extra Stout packaged brand.

President of Diageo Canada, Rick Fitzgerald said, “As part of our on-going commitment to deliver value and growth this is an important step for Diageo Canada. This new arrangement will further improve our business efficiencies and help Diageo to continue to improve the availability of our brands to consumers by expanding the points of distribution. This will support our growing beer business, in particular Guinness, which is increasingly gaining in popularity with consumers.”

John Sleeman, Chairman & CEO of Sleeman Breweries said, “This is a great opportunity and we look forward to working with this world renowned and well respected beverage alcohol company. Through this strategic partnership, we can leverage our national distribution system – an important component of Sleeman’s growth strategy.”

Sleeman Breweries Ltd. is the leading brewer and distributor of premium beer in Canada and the third largest brewing company nation-wide. The Company has supplemented its core Sleeman brands, which are 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, Seigneuriale in Quebec and Maclays in Atlantic Canada. Sleeman entered the rapidly growing value price segment in 1999 by acquiring the Stroh portfolio of brands in Canada. The company markets and distributes world-class imported products such as Grolsch, Samuel Adams, Scottish & Newcastle, Pilsner Urquell and Strongbow Cider, and provides contract production for Japan's Sapporo products in the United States. Sleeman is also available in selected U.S. and British markets.

Diageo Canada Inc. is a wholly-owned subsidiary of Diageo plc, the world's leading premium drinks company. In December 2001, Diageo acquired the Joseph E. Seagram Company.


07 May, 2003