CANADA: Sleeman plans Ontario assault

By Monica Dobie | 20 May 2005

Sleeman Breweries Ltd has said that it hopes to double its market share in Ontario within five years. The Canadian company also said, however, that it will not compromise its reputation by lowering prices to compete in the province's current beer price war.

The brewer has 10% market share in Alberta and British Columbia but only half of that in Ontario and Quebec.

Instead, it has launched a new product, Sleeman Original Draught, and will alter marketing to entice younger consumers.

In the meantime, Sleeman will cut costs after reporting a first-quarter profit drop to C$1.6m, compared with C$2.2m last year, CEO John Sleeman told the company's annual meeting on Wednesday (18 May).

Sectors: Beer & cider

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CANADA: Sleeman plans Ontario assault

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