OKANAGAN SPRING ADVERTISING FOR FIRST TIME, MERGING WITH SLEEMAN
By Adnews Staff
Okanagan Spring Brewery of Vernon B.C. is giving its brew a marketing push in September. The company hasn't advertised in the past, but decided to start now because it recently tripled its production capacity, Bill Sleeman told Adnews yesterday. Sleeman is chairman of Allied Strategies which bought Okanagan Spring for $12 million last year. Okanagan's avertising is being done by freelance consultant Graham Catchlove, former vice-president and general manager of the now-defunct Vancouver office of J. Walter Thompson. Meanwhile, Okanagan has agreed to merge with Sleeman Brewing and Malting of Guelph, Ont. so that both companies can expand their business in Canada, the U.S. and Asia, while each continues to run independently. It is possible that the two firms could jointly develop new brands in the future but there are no plans yet, said Bill Sleeman. Sleeman Brewing president John Sleeman is a distant cousin of Allied Strategies boss Bill Sleeman. John Sleeman and other Sleeman Brewing shareholders, including Stroh Brewery of Detroit and Manufacturers Life Insurance of Toronto, will hold a significant majority of the new company. English Advertising for Sleeman is done by Promanad Communications of Mississauga, Ont., while Quebec advertising is handled by Martel et Compagnie. Sleeman beer is sold in Ontario, Quebec, Alberta and B.C. Its brands include Cream Ale, Silver Creek Lager and Premium Light. Ten-year-old Okanagan now sells its beer just in B.C. Its brands include Okanagan Pale Ale, Lager, Classic Brown Ale, Porter, Stout and Wheat.