In a remarkable blend of heritage and innovation, John W. Sleeman has successfully revived his family’s storied legacy in the beverage industry with the establishment of Spring Mill Distillery in Guelph, Ontario. Originally intending to create a new distillery, John’s plans shifted dramatically when he unearthed Prohibition-era holding tanks at an old liquor site, prompting a heartfelt journey to restore the family’s connection to its historical roots.
Unearthing History
In 2015, as John Sleeman sought to build a distillery from scratch, a significant discovery transformed his vision. Beneath the remnants of a derelict liquor producer along Guelph’s Speed River, workers uncovered old holding tanks that once played a part in his family’s brewing and bootlegging past. This site, situated about 100 kilometres west of Toronto, is steeped in history, with the Sleeman family having been prominent brewers since the 1860s. The unearthing of these tanks brought back memories of a prohibition-era struggle that saw the family lose their brewing licence for half a century.
“It was important for me to weave this building into our family narrative,” John reflects, noting how this restoration represents a significant chapter in the ongoing Sleeman story. As the great-great-grandson of the brewery founder, John has long been committed to reviving the family business. Following the lifting of the brewing ban in 1988, he founded Sleeman Brewing and Malting, which grew into Canada’s third-largest brewing company before its sale to Sapporo in 2006.
A New Venture for the Next Generation
Despite the family’s continued involvement in the brewery, the ownership dynamic changed, leading John to consider a new venture that could involve his sons, Cooper and Quinn. “We discussed starting a business we could control again,” he shared. With a strong legacy associated with beer, the family decided to pivot towards whisky, capitalising on Canada’s growing reputation for quality spirits.
Thus, John Sleeman & Sons and Spring Mill Distillery were born, with John taking the helm as CEO. By late 2018, the restoration of the historic site was complete, honouring both the family’s past and their aspirations for the future. Today, the distillery produces 150,000 bottles annually, including a range of whiskies from rye to single malt, and employs 21 staff members.
Embracing Tradition and Craft
The new venture offers Cooper and Quinn a chance to forge their own paths within their family’s legacy. John recalls their childhood visits to the brewery, where they were fascinated by the operations. However, he always encouraged them to pursue their passions. Cooper found his passion in sales, initially working for Sleeman Breweries before joining the distillery as sales and marketing manager. “I left a comfortable job to join the distilling industry, knowing I was starting from the ground up,” he said.
Quinn’s journey took a different route. After studying history and exploring various career paths, he discovered a passion for coopering—the ancient craft of barrel-making. He trained under a master cooper in Prince Edward County and further honed his skills in Scotland and Missouri. Now, he serves as the in-house cooper at John Sleeman & Sons.
The economics of distilling present unique challenges compared to brewing. As John explains, whisky requires years of barrel aging, tying up capital in a way that beer does not. While a fresh batch of beer can be ready in about four weeks, a quality bourbon, for example, can’t be released for four years.
Navigating Challenges and Opportunities
Spring Mill Distillery faced its share of challenges, including the impact of the COVID-19 pandemic, economic pressures, and intense competition in the spirits market. Statistics Canada highlights that Canadian brands dominated beer sales, comprising 88 per cent of the market value from April 2023 to March 2024, while Canadian spirits accounted for only 46.1 per cent, trailing behind imports.
However, the distillery has benefitted from a growing sentiment to support Canadian products, particularly following trade disputes that limited American spirits in the market. This shift has allowed Spring Mill to grow its presence across Canada, reaching all provinces except Newfoundland and the territories. The Sleeman name, synonymous with quality, has been a significant asset in attracting customers.
“It’s gratifying that people who enjoyed our beer are willing to try our whisky,” John remarked. He hopes to ensure that this venture remains in the family, allowing his sons to carry on the legacy. “This company is called John Sleeman & Sons for a reason,” he noted. “It’s about passing the torch to the next generation.”
Why it Matters
The revival of Spring Mill Distillery epitomises the resilience of family-run businesses and the importance of heritage in modern entrepreneurship. In an ever-evolving marketplace, John Sleeman and his sons are not only reclaiming their family’s legacy but also paving the way for future generations. Their journey underscores the significance of adaptability and innovation in preserving tradition while embracing new opportunities in the competitive landscape of the spirits industry.
