April 20, 2004 -- Dear Mr. Sleeman;

It was announced in The Globe and Mail newspaper today that your Ontario-based company has bought the Québec brewery, Unibroue, for an amount not dissimilar to CN$36.5 million. The deal is set to close in June and the company's founder, André Dion, is said to be staying on under contract as a consultant for one year from that date.

Congratulations, Mr. Sleeman, you have bought yourself and your shareholders a gem. Among Canada's many fine breweries, Unibroue certainly stands out as one of the best, and without question one of the most universally recognized. Brands like Maudite, the coriander-spiced strong ale; the fruity tripel, La Fin du Monde; the outstanding Terrible, with its Asian spice notes and formidable strength; Quelque Chose, the spiced cherry ale designed to be served hot; and the flavourful and quenching Blanche de Chambly may be counted among this country's most interesting and captivating brews, and are prized by aficionados from Paris to Portland. Indeed, Unibroue is a singular prize.

A word of caution, though. A great many fans of Unibroue's beers will be watching and tasting carefully to see what will become of the brands following the ownership changeover. Already, beer discussion boards on the Internet are buzzing with pessimism regarding the sale, and as a writer who has in the past awarded the brewery many a positive review, a partner in a restaurant where three taps are currently devoted to Unibroue brands and a beer aficionado who is a regular buyer of the brewery's beers, I must say that I share their concerns if not necessarily their outlook.

I don't know if you are a regular reader of beer sites such as the Burgundian Babble Belt, the Bar Towel, ratebeer, Beer Advocate or even World of Beer, Mr. Sleeman, but if you are then you will know that, to many people, beer is much more than just a liquid to be poured down one's throat when a thirst strikes. To myself and thousands of others world-wide, it is also a passion, and you and your company have just assumed responsibility for a little piece of that passion. I ask, therefore, that you tread carefully and guard the Unibroue brands well against the erosion of their flavour and character.

As I noted at the outset, you have bought yourself a gem. Please don't allow it to lose its lustre.

Cheers,

S.

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