UPPER CANADA APPOINTS HOLMES & LEE AOR
By Adnews Staff
The Upper Canada Brewing Company, based in Guelph, Ontario, has named Holmes & Lee of Toronto its agency of record. The Sleeman Breweries division had been without an agency since May when Sleeman split with Publicis SMW of Toronto because of a client conflict with Montreal-based Molson. Holmes & Lee is also AOR for Stroh Canada, another Sleeman division. Bill Lisowsky, brand manager of Upper Canada, said the brewer first went to Holmes & Lee to handle a last-minute project for some radio creative. After that project, the agency received the entire Upper Canada account, consisting of eight lager and ale brands. The new agency takes on the account just in time to handle the introduction of a new beer marking Upper Canada's 15th anniversary. Anniversary Ale is made from a blend of five malts and spring water. Upper Canada is promoting Anniversary Ale through its company newsletter, with in-restaurant signage and with public and media relations activities. Public relations for Upper Canada are handled by Cohn & Wolfe of Toronto.