Sleeman Introduces The Latest In The John Sleeman Presents Series: Sleeman India Pale Ale
GUELPH, ONTARIO - Sleeman Breweries Ltd. today announced the launch of Sleeman India Pale Ale, the second in a series of unique style brews called John Sleeman Presents. Sleeman has also answered a call from consumers by bringing back the very successful Sleeman Fine Porter, the first in the series that was launched this time last year.
"The goal of the John Sleeman Presents series is to introduce a variety of traditional, great-tasting beers and brewing styles from around the world to Canadian beer drinkers," said John Sleeman, Chairman and CEO of Sleeman Breweries Ltd. "This year's brew, India Pale Ale, which is inspired by page 46 in my grandfather's recipe book, has an abundance of hops, a distinctive flavour and a fascinating history. It follows last year's selection, Fine Porter, which has its own style and colourful history. Fine Porter was so popular that we decided to bring it back this year as a permanent member of the Sleeman line-up."
India Pale Ale was originally developed in the late 1700s when British breweries would send beer by boat to British troops and expatriates in India. However, because the ocean voyage took nearly five months and there were no means of refrigeration, the beer would usually arrive in a compromised condition. To help withstand the journey, brewers added extra hops that provided both a natural preservative, and exceptional taste -- thus the birth of the "India Pale Ale."
"As a result of the additional hops used in the recipe, our India Pale Ale is a distinctive ale of golden amber colour, with a well-balanced malt flavour and bold, "hoppy" floral aroma," said Ed McCallum, Sleeman Brewmaster. "It is characterized by a malty sweetness at the beginning of the palate and finishes with a hoppy, slight bitterness at the end. Sleeman India Pale Ale is best enjoyed cool, but not ice cold and not at room temperature, which was the case in the days before refrigeration was perfected."
The bold flavour and aroma mean that Sleeman India Pale Ale is big enough to stand up to rich entrees and sauces, but may prove a bit overpowering for delicate cuisine and seafood. It is therefore best paired with strong cheeses, stews, barbecue, and spicy curries.
John Sleeman Presents India Pale Ale and Fine Porter are wonderful additions to the rest of the Sleeman line-up, which ranges from the newly launched Sleeman Original Draught, to the always popular Sleeman Cream Ale and Sleeman Honey Brown Lager, in addition to Sleeman Clear, Sleeman Silver Creek Lager, Sleeman Original Dark, Sleeman Premium Light and Sleeman Steam brews. Both John Sleeman Presents brews come in the company's hallmark clear-glass bottles and the packaging, which was awarded Best in Show at the 2005 National Packaging Awards, conveys a feeling of prestige and history and makes an excellent gift.
John Sleeman Presents India Pale Ale and Fine Porter are available today in retail outlets in selected markets across Canada.
The launch is being supported by radio and print advertising, as well as in-store POS and case inserts in other Sleeman products.