Bigger Isn’t Always Better for Beer Drinkers

In early 2000, Upper Canada Brewing Company was in a slump. Founded in Toronto in 1984, the microbrewery had been a leader in Ontario's craft brewing movement until its
acquisition by regional brewer Sleemans in 1996. Sleemans moved the operation to Guelph, a community northwest of Toronto, and the Upper Canada brand was restructured as part of
the Sleemans portfolio. The microbrewery immediately began to see a decline in sales.