After decades of a brew ban in the States -- in no way due to the Canadian family keeping their beer flowing, brokering deals with bootleggers and gangsters during Prohibition -- Sleeman returned to the US. The company shied away from their youthful indiscretions and sought an appealing “Canadian” mien. After weeks of research, the verdict came back. Americans classified Canada as wintry, funny, friendly, hockey, and Michael J Fox. A campaign using four of five characteristics reintroduced Americans to good Canadian beer and Sleeman to the USD.