A History Rooted in
Breaking
Convention
Scroll & Discover
A Commitment to Quality
The Brewing Process
Roughly 95% of beer is water, so starting a brewery means starting with its water source. John H. Sleeman sent water samples back to England to be tested for the optimal water quality to make sure he could produce English-style ales. The water from Guelph, Ontario proved optimal, which is why he launched his brewery there.
Award-Winning Quality & Craftsmanship
With five generations of family brewing heritage and over 100 years of brewing experience, this brewery is still producing and innovating award-winning brews.
Sleeman captured 3 new country medals in the 2021 World Beer Awards.
State of the art pilot brewery
Today, Sleeman remains committed to quality and has invested heavily in its state-of-the-art pilot brewery.
“Our pilot brewery gives our brewing team freedom to create and experiment, thereby continuously innovating our product line. The pilot brewery also helps us limit waste which aligns with our company’s strong green initiatives.”
A Tradition of Brewing Innovation
Sleeman Cream Ale
The beer that launched the brewery
Sleeman Honey Brown Lager
The #1 selling honey beer in Canada
Sleeman
Original Draught
Developed to deliver a draught experience in customers’ homes
Leading Innovation in the ‘Healthy for You’ Category
It’s a category that’s driving sales!
60%
of light beer shoppers purchase every 3 weeks or less
1/4
purchase weekly
A look at the low carb and flavoured segments
In the last 3 years, light beer growth is primarily due to the growth of low carb and flavoured categories.
The low carb/low cal beer segment has grown 70% since 2018 and tripled in size since 2015
Light by growth by subsegment 2017-2020
26%
7%
Low Carb Light
Fruit Flavoured
Total Light
0%
- Chris Williams, Sleeman Brewing Innovation Technologist
Sleeman Clear 2.0
A pioneer in Canada’s low carb/cal segment
Currently the fastest growing beer in Canada (among top 25 beer brands)
Sleeman Clear 2.0 Peach
The first low carb, light fruit beer to hit the Canadian market
The 3rd largest beer innovation in Canada for 2021
Hover can for more information
Customer Insights Guide our Innovative Thinking
We invest in and monitor shopper satisfaction versus other channels and categories.
Research shows there is room to grow in shopper satisfaction in the beer category.
Shopper Satisfaction | Beer vs All Categories
49%
Quebec Grocery
56%
45%
Ontario Grocery
52%
49%
West Grocery
51%
Source: Shopper Intelligence – Q2, 2021
We uncover trends based on consumer behaviour so we can properly help support our partners and customers in the grocery industry.
BEER: FROM CONVENIENCE PURCHASE TO TRAFFIC DRIVER
Shopper Net Agreement Score
6%
Choose store because (Retailer) does Beer Category well
20%
22%
2018
2019
2020
& Sustainability
Sleeman has been named one of Canada’s Greenest Employers. We’re the first and only food and beverage company to achieve 3R certification, which recognizes organizations that take a leadership position in waste reduction and diversion
Here are 2 reasons why:
1
2
A 98% solid waste diversion rate
298,000 liters of water saved daily
We’re also a great place to worK
Named one of Forbes Magazine’s Best Employers of 2021
Find great-tasting Sleeman beers just right for your customers at sleemanbreweries.ca
Want to know more about what we’re brewing from coast to coast?
You need a certain amount of audacity to launch a brewery without ever having brewed a beer. To then grow that brewery, against the odds, into a household name takes something else entirely.
We had to boldly try things other people wouldn’t, see opportunities where most would give up, and refuse to let being smaller keep us from thinking big.
It’s why our first ever brew was a Cream Ale, when others were brewing lager. It’s why we chose clear bottles to showcase the quality of our beer when everyone else used brown. Refusing to follow convention is how we’ve grown our brewery, one bottle of beer at a time, to become the third largest brewer in the country.
Hover can for more information
Source: Shopper Intelligence – Q2, 2021
Follow us on Facebook and Instagram
ontario
grocery