SLEEMAN APPOINTS ZIG, PREPARES FOR ATLANTIC STORM
By Adnews Staff
Sleeman Breweries Ltd. of Guelph, Ontario has hired Zig Inc. of Toronto as its brand communication agency in English Canada. The appointment follows a review in which Zig had been shortlisted for the account with Toronto shops Enterprise Creative Selling, Gee Jeffery & Partners, Leo Burnett, Ogilvy & Mather and Riddochdickinson. Sleeman launched the review in May after ending its three-year relationship with Publicis SMW of Toronto due to a client conflict with Montreal-based Molson Breweries.
In other Sleeman news, the brewer has acquired the assets of Maritime Beer Company, based in Dartmouth, Nova Scotia. Financial details were not disclosed. In addition to giving Sleeman a presence in the Atlantic provinces, the buy makes Sleeman a national brewer. The Maritime Beer Company produces the Atlantic Storm, Black Pearl, Kings, Halifax 1749 and Frosted Frog brands. Sleeman's brands include Okanagan Spring and Shaftebury in British Columbia and Alberta, Upper Canada in Ontario and Seigneuriale in Quebec.