SLEEMAN INKS DEAL WITH BECK
By Adnews Staff
Sleeman Breweries, based in Guelph, Ontario, has signed an agreement with Germany-based Beck & Co. to represent Beck's portfolio of brands in the Canadian market. The sales, marketing and distribution agreement, effective Jan. 1, 2001, will see Sleeman's represent the Beck's and Beck's Non-Alcoholic brands across Canada. A previous representation agreement with Premium Beer Company of Mississauga, Ontario, for the Beck's portfolio, expires Dec. 31, 2000. John Sleeman, chairman and chief executive of Sleeman Breweries, said, "We believe Beck's brands will complement the existing Sleeman premium brand family and further improve our leadership position in the premium beer category." Sleeman's core family of brands are available across Canada. Its family of regional brands include its Okanagan Spring and Shaftebury brands available in British Columbia and Alberta, Upper Canada in Ontario, Seigneuriale in Quebec and Maritime Brewery in Nova Scotia.