SLEEMAN SELLS BECK'S SALES, MARKETING AND DISTRIBUTION AGREEMENT
By Adnews Staff
Sleeman Breweries of Guelph, ON has sold the Canadian sales, marketing and distribution rights for the Beck's group of brands to Oland Specialty Beer Co. of Toronto. Financial details of the sale are unknown. Sleeman signed an agreement with Germany-based Beck & Co. to represent Beck's in Canada in November 2000. According to the brewer, the sale of this agreement is due to Intrebrew's recent acquisition of Beck's. Effective June 1, Sleeman will no longer, sell, market or distribute Beck's products in Canada. John Sleeman, chairman and CEO of Sleeman Breweries, said the brewer will pursue additional premium import brands to replace Beck's. "As the third-largest brewer in Canada, we are uniquely positioned to provide marketing, distribution and production to foreign brewing partners, and pursuing these strategic partnerships will continue to be a key ingredient of our growth strategy," Sleeman said.