Sleeman gains a Quebec beachhead

Article Abstract:

Sleeman Breweries Ltd. will be able to enhance its distribution within Quebec and include a new product in its offerings with its acquisition of Brasserie Seigneuriale Inc., a small microbrewery based in Boucherville, Quebec. Sleeman, which has been marketing beer in Quebec since November 1994, intended to have a brewing facility in the province, according to an official. In Quebec, Sleeman is the biggest-selling microbrew and places third after big names Labatt and Molson. Sleeman's recent purchase of Seigneuriale will enable it to include the latter's bottle-fermented Belgian beers to its offerings.

Asset sales & divestitures, Acquisitions & mergers, Company Planning/Goals, New Products/Services, Geographic, Channels of Distribution, Sleeman Breweries Ltd., Brasserie Seigneuriale Inc.

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Molson puts its muscle behind Miller

Article Abstract:

Molson Breweries is relying on the strength of the Miller brand to promote Milwaukee's Best in Ontario, Canada, via newspaper ads touting its low price. Milwaukee's Best's outdoor campaign in Quebec, Canada, performed well in 1997. Molson, along with ad agency MacLaren McCann, borrowed the Miller Lite campaign created by Fallon McElligott of Minneapolis, MN. The promotion for Milwaukee's Best targets men in the 19 to 30 age bracket. Molson intends to study the opportunity for a home-grown campaign in the future.

Use of services, Contracts & orders received, Marketing/Advertising Methods, Advertising Activity, Account Activity, Print Media, Demographics, Out-of-Home Advertising, Molson Breweries of Canada Ltd., MacLaren McCann, Miller Lite, Fallon McElligott Inc., Milwaukee's Best

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Sleeman drops Publicis

Article Abstract:

Sleeman Brewing and Malting Ltd has dropped Publicis-SMW as its advertising agency of record due to conflict-of-interest with its sister advertising agency, Publicis BCP, which handles the advertising of Molson Breweries. Paul Brennan, Sleeman'd director of marketing, said the company is looking for a new advertising agency. The departure of Publicis-SMW would not affect Sleeman's media account, which would continue to be handled by Publicis subsidiary Optimedia Canada.

Contracts & orders let, Sleeman Brewing and Malting Ltd.

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