Not all CEOs in Canada are feeling the credit pinch

John Sleeman, CEO of Guelph, Ont.-based Sleeman Breweries Ltd. expects a solid year. The beer industry is often seen as recession-proof, he notes, because consumers are always willing to treat themselves to a brew even if they can't afford a new car, dishwasher or vacation.

Even though sales to bars and restaurants are slipping, Mr. Sleeman said, the loss has been balanced by increasing take-home purchases.

Mr. Sleeman is also one of few respondents who said the credit crunch is not affecting his borrowing ability. In the brewery's case, that's because it has long-established relationships with Canadian banks, and its parent - Sapporo Breweries Ltd. of Japan - has similar links with large Japanese banks.

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John Sleeman and Mill St. Brewery feud over distillery

The Distillery District in Toronto is a great spot. Lot's of shops, places to eat, places to drink, and overall, and really cool part of town. It's also a popular tourist spot for those visiting Toronto, and so it's no wonder that Sleeman Breweries Ltd., now a wholly-owned sub of Japan's mega-producer Sapporo since 2006, has set it's sights on the area.

Mill Street Brewery co-founder Steve Abrams says the area used to be friendly between businesses, but has since lost that neighbourhood feel. What sparked the initial friction between John Sleeman and his Guelph-Ontario brewery and the locals of Mill St. was a huge Sleeman banner promoting Summerfest, that the landlords of the distillery district, Cityscape Development Corp, had hung over the Mill St. Patio. Summerfest is an event that hosts the largest patio in Canada, and has sold exclusivity to Sleeman for the event. More on the dust up between Mill St. and Sleeman.

In a separate matter, Sleeman has also filed a lawsuit against Mill St., alleging that they poached a sales director who subsequently leaked 'Sleeman Secrets'.


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John Sleeman

Chief Executive Officer - Sleeman Breweries Ltd.

In 1984, 51 years after they had closed their doors, and exactly 150 years after John H. Sleeman's arrival in Canada, John W. Sleeman, his great, great grandson, was given George's original brewery recipe book. John W. seems to have had no doubts about what he was going to do with the family recipe book. Especially since the fresh spring water from Guelph's deep wells was still running pure and waiting for John to turn it into something better.


In 1985 John W. Sleeman re-incorporated the Sleeman Brewing and Malting Company Limited and by August of 1988 Sleeman Cream Ale was once again flowing, using the very same recipes and techniques that his great, great grandfather had devised and his great grandfather had recorded for him. John even purchased special small batch brewing vessels from Europe, in order to simulate, as closely as possible, the equipment used by his ancestors. It isn't surprising that this tried and true, premium ale, re-introduced to the public a short 14 years ago, quickly re-established itself with the beer loving public.

When you pop the cap on a bottle of Cream Ale, you will find the number 64 stamped on the inside. It signifies page 64 of his great grandfather, George's leather bound, recipe book for Sleeman's Cream Ale.

Within three years (1991) Sleeman's had captured 1% of the Ontario beer market and Sleeman Cream Ale had won the Gold medal at the International Monde Selection in Belgium, while their Silver Creek Lager won the prestigious Grand Gold medal at the same event.

The Sleeman Original Dark went on to win the Grand Gold in Belgium in 1994 and Sleeman Premium Light took the Grand Gold the following year.

The magnitude of Sleeman's product growth, recognition and success, in such a short period of time, is unprecedented. It also speaks volumes about the quality of their products and the success that a well managed company can achieve, when they remain true to their roots and focused on their core business.

When I finally managed to snag a case of Cream Ale for myself, a few years after it's inaugural release, it was considered liquid gold, the yuppy beer of choice and the only beer to serve or to order when you were trying to impress someone. The nice thing about Sleeman's Cream Ale, is that its appeal was not and is not all based on marketing hype. It really is a good smooth tasting, livelier, cream ale.

As for the present day John W. Sleeman, he has stayed true to his heritage, closely following the recipes handed down to him, as well as, the processes that make them special.

From Wikipedia, the free encyclopedia:

Sleeman Breweries Ltd. operates in Guelph, Ontario, Canada. The company has been brewing beer since August 17, 1988, but the history of Sleeman beer goes back to 1834 when John H. Sleeman established himself as a brewer and malter, but the company ceased operations by 1933.

In 2006, Sapporo Breweries of Japan announced they would be acquiring No. 3 Canadian brewer Sleeman in a $400-million all-cash deal. The company's current products are based on the family's original recipes.


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