SLEEMAN ACQUIRES CANADIAN RIGHTS TO GROLSCH
By Adnews Staff
Sleeman Breweries Ltd. of Guelph, ON has signed an agreement to purchase the long-term Canadian sales, marketing and distribution rights to Grolsch products. These rights were previously held by The Rollick Beverage Co. Inc. of Aurora, ON. Sleeman's payment to Rollick will consist of $6.96 million in cash paid over five years and $2.5 million in common stock. Sleeman will sell Grolsch Premium Lager, notable for its swing-top bottle, as well as other Grolsch products and Navigator of Holland. "Grolsch is a fine compliment to our other premium import brands," said company chairman and CEO John Sleeman. "This transaction is consistent with our strategic goal of expanding Sleeman's international alcohol beverage coverage. The agreement replaces the Beck's contract, which we recently sold." Sleeman sold the Canadian rights to Beck's products to Oland Specialty Beer Co. of Toronto in April. Sleeman said at the time that the company would pursue other premium import brands with which to replace Beck's. Royal Grolsch N.V. is based in the Netherlands.