E-Malt.com News article: Canada: Sleeman Brewery is launching the new Original Draught

Sleeman Breweries Ltd. announced on May 25 that it continues its 170 year tradition of brewing premium beer with the launch of new Original Draught, an authentic draught beer. Brewed to fit every taste and every occasion, Original Draught has a refreshing taste, distinctive hop aroma and clean finish.

"In a year of novelty in the beer industry, many breweries seem to have forgotten about the beer consumer. At Sleeman Breweries, we believe a great beer is about one thing - taste. Original Draft focuses on what Sleeman does best - brewing a great tasting, well-made beer," says John Sleeman, Chairman and Founder.

Taking inspiration from the famous Sleeman family recipe book, Original Draught is an unpasteurized lager brewed using only 2-row Canadian barley, proprietary Sleeman yeast and a special hopping process that delivers its distinctive flavour and aroma. This easy-to-drink beer is best served icy cold, and is perfect for the summer months and for sharing with friends.

"Original Draught stands out in its refreshing, yet unique taste. Something Canadian beer drinkers have come to associate with our brewery," says Bryce Zurowski, Marketing Manager for Sleeman. "Launched just in time for our busy summer season, Original Draught is the first of its kind for our brewery."

Another first for the company is the launch of its first-ever television commercials in Western Canada. After years of hearing the recognizable voice of Mr. John Sleeman, the company has launched its first-ever television commercials in April 2005, allowing consumers to catch a glimpse of Sleeman's well known CEO.

In addition to Original Draught, Sleeman Brewery produces six other premium brands in Western Canada: Cream Ale, Honey Brown Lager, Silver Creek Lager, Sleeman Clear, Amber Ale, Original Dark and Sleeman Steam.

Sleeman Breweries Ltd. is the leading brewer and distributor of premium beer in Canada and the third largest brewing company nation-wide. The company has supplemented its core Sleeman brands, which are available in every province, with a family of exceptional regional brands. These include Okanagan Spring and Shaftebury in British Columbia and Alberta, Upper Canada in Ontario, Unibroue in Quebec and MacLays in Atlantic Canada. Sleeman entered the rapidly growing value price category in 1999 by acquiring the Stroh portfolio of brands in Canada. The company markets and/or distributes world-class imported products such as Grolsch, Samuel Adams, and Pilsner Urquell, and provides contract production for Japan's Sapporo Breweries' products. Sleeman is also available in select U.S. and British markets. www.sleeman.com.


27 May, 2005