Garrason,
New Sleemans Beer hits the market.
NEWS RELEASE TRANSMITTED BY CANADIAN CORPORATE NEWS
FOR: SLEEMAN BREWERIES LTD.
TSE SYMBOL: ALE
MAY 17, 1999
Sleeman Breweries Ltd. - John Sleeman Announces The
Introduction Of New...Sleeman Steam Beer
GUELPH, ONTARIO--John Sleeman announced today the introduction of
the newest member of the Sleeman family of premium craft beers;
Sleeman Steam Beer.
Steam brewing is an historical style of brewing beer that has been
largely abandoned since the advent of refrigeration. Prior to
refrigeration, lager beer was left to slowly cool in large open
vessels called "coolships". The steam that rose from those
vessels gave this style of craft brewing its name. In keeping with
the family brewing tradition, Sleeman has revived this historic
brewing style.
In order to accurately re-create steam brewing, Sleeman
commissioned the construction of a half million dollar custom
built cooling vessel in order to replicate the authenticity of the
steam brewing style. A special sterile room was also constructed
to house the new Sleeman "coolship" in order to keep out any
contaminates. "To our knowledge, this is the only vessel of its
kind made in Canada in recent history", said John Sleeman,
Chairman & CEO of Sleeman Breweries.
Lager brewing today uses refrigeration to cool the beer more
rapidly during aging in enclosed tanks. The importance of the open
vessel or "coolship" is that it allows the beer to cool slowly and
naturally, imparting unique qualities to a traditional lager.
These qualities give Sleeman Steam Beer its rich lively flavor and
noticeably refreshing finish.
Sleeman Steam Beer will be available in cartons of 6 & 12 as well
as on tap across the province. Pricing will be consistent with
current Sleeman family brands.
Sleeman Breweries Ltd. is the largest craft brewer in Canada and
the country's leading brewer of premium beers. Chairman John
Sleeman's vision of creating a family of craft brewers in Canada
began with Sleeman Brewing & Malting Co. Ltd. in Ontario and
Quebec. This was followed by the addition of British Columbia's
Okanagan Spring Brewery in 1996, Ontario's Upper Canada Brewery
and La Brasserie Seigneuriale in Quebec during 1998. Sleeman
further strengthened its Western Canadian operations with the
acquisition of Shaftebury Brewing Company in British Columbia and
Alberta in early 1999.
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FOR FURTHER INFORMATION PLEASE CONTACT:
Sleeman Breweries Ltd.
Peter Amirault
Managing Director: Eastern Canada
(519) 822-1834 Ext. 450
or
Sleeman Breweries Ltd.
Paul Brennan
Marketing Manager: Ontario
(519) 822-1834 Ext. 467
or
Sleeman Breweries Ltd.
Dan Fox
VP Sales & Marketing: Quebec
(450) 978-1834 Ext. 27
INDUSTRY: DST
SUBJECT: NWS |
