SLEEMAN BREWERIES: Brad Edwards
Brad Edwards
Convenience key account manager
Sleeman Breweries
Based on your data, insights and experience, what’s trending for summer 2025?
Full-flavoured RTDs. In addition, six packs and singles remain a priority for the convenience store customer. High alcohol RTD and beer are trending. We are also noting Strong growth in king can formats, 710 mL and 740 mL, especially within the higher alc. subsegment such as Old Milwaukee ICE 5.5% 710 mL. This lends itself well to the new Pabst 5.9% 710 mL.
Which of your products do you anticipate being hot sellers this summer?
Our Pabst family of brands has something for everyone, especially with impactful 2025 innovation. Our Pabst Strong Lemonade is sure to be a hit with the recent success of Pabst Strong Iced Tea nationally. Pabst Strong Lemonade has 5.9% alcohol content, it’s full of flavour, and is made with real juice!
We have also launched a Pabst Light six x 473 mL pack in the beer category to add some ‘cool cred’ to the Value Light Beer subsegment that has experienced growth recently.
Additionally, due to cocktail-style RTD growth and the recent whopping demand of the Crown Royal Whisky & Cola, we expect the new Crown Royal Blackberry Whisky Lemonade to gain trial and traction with Canadians.
What are the outside influences shaping the space
RTD consumers are shifting toward full-flavour experiences; they’re more willing to indulge in bold, nostalgic tastes. That’s why we created Social Lite Cherry Blast—a gummy-inspired vodka soda that delivers a punch of flavour with just 90 calories and 1 g of sugar.
This is the first sales summer for convenience retailers, what advice can you share?
Load up for summer! Some beer and RTD products could double in sales during this key period and additionally drive growth to your snack category. Beer has become more of a traffic driver in some channels; communicate price promotions in flyers to drive customers to your stores.
Build inventory levels leading into long weekends due to high consumer demand, especially when in proximity to some of the other major retail outlets that are closing due to the changes in the Ontario marketplace. Six packs and singles are king in convenience.
How are you partnering with or supporting convenience retailers this summer?
We see a lot of opportunities within the c-store channel and are always looking for different ways to support and grow with our partners.
In terms of perfect pairings, what other convenience items go well with you offering?
Lighter fare like quinoa, salads, fruit, veggie burgers and sushi pair well with International Premium lagers like Sapporo or lighter beers like Sleeman Clear 2.0. Salty snacks pair well with any and all beers, of course! Pizza, BBQ, and roasted vegetables pair well with lagers such as Sleeman Original Lager.
Anything else you would like to add?
Cheers to the first full summer season of c-stores and Sleeman in Ontario!
RETURN TO TASTES LIKE SUMMER Q&A SERIES
