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Sleeman, Boston Beer make strategic deal
Sam Adams boosts Canadian exposure; Sleeman looks at selling in U.S.
May 16, 2000 - Sleeman Breweries of Canada and the Boston Beer Co. of the United States -- the two largest craft breweries in their respective countries -- have entered in a two-way agreement intended to make the beers of both breweries more widely available in North America.
At part of the strategic partnership, Sleeman will immediately begin representation of Samuel Adams products in several key markets in Canada. The Boston Beer Company will conduct market research in the United States to identify potential markets for Sleeman brand products and assist Sleeman with brand development and selling strategies if sufficient market potential is identified. The research is intended to lay the foundation for sales of certain Sleeman brands in the U.S. by early 2001. "We are delighted to partner with the leading craft brewer in the United States," said John Sleeman, Chairman & Chief Executive Officer. "The Boston Beer Company has carved out a leadership niche in the U.S. craft beer market despite fierce competition. Our unique two-way agreement provides significant benefits for both Companies, as we are able to benefit from the knowledge each Company has in their respective markets."
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