SLEEMAN ANNOUNCES STEAM BEER
By Adnews Staff
Sleeman Breweries Ltd. of Guelph, Ontario has announced the newest member to join the breweries' family of craft beers; Sleeman Steam Beer. The steam beer was launched in Ontario and Quebec yesterday supported with both an English and French radio and outdoor billboard and superboard advertising campaign. The English campaign was created by Publicis SMW and the French campaign was created by Diesel Marketing. A western launch of the new beer is scheduled for June 1, supported with a campaign by Grey Advertising. An Atlantic launch will roll out later in the year. According to the company, steam brewing is an historical style of brewing beer that had been largely abandoned since the introduction of refrigeration. Prior to refrigeration, lager beer was left to slowly cool in large open vessels called "coolships". It was the steam that rose from those vessels that gave this type of craft brewing its name. Sleeman has re-created this steam brewing with the construction of a cooling vessel and sterile room to house the vessel and keep out contaminates. Sleeman Steam Beer is available in cartons of 6 & 12 in Beer and LCBO stores.