This year, the Grand Défi welcomed more than 6,000 cyclists to Quebec City from June 12 to 15.  Cyclists took part in a variety of road courses to raise funds for Grand Défi Pierre Lavoie, an organization committed to creating a culture of preventive health in Québec by encouraging people to adopt healthy life habits.

Our marketing team was on-site to help refresh cyclists and their guests with samples of Sleeman Zero+ and Sleeman Clear 2.0. The on-site activation was led by Anaïs Langlais. 

Sleeman Zero+ is an alcohol-free golden lager with a refreshing pure beer taste. Sleeman Clear 2.0 is a light, easy-to-drink lager with only 80 calories and 2 grams of carbs per 355 mL can. These two beers are the perfect pairing for a sunny day!

The marketing team was kept busy all weekend, providing more than 13,000 samples of these delicious products. 

‘’You must experience the Grand Défi to understand the uniqueness of this event. It’s a mix of contagious passion and inspiration that pushes you to get moving.’’, says Mylène Girouard, Trade Marketing Manager.

The Sleeman crew also put together a team for the cycling challenge, with eight employees and a few guests taking part. Together, Team Sleeman Zero+ completed a 135 km challenge for le Grand Défi.

Geneviève Carrier, sales operation manager, captained the team. “This cycling challenge is not a race, but rather a team effort where each member can push their limits and promote physical health.  The focus was put on surpassing oneself, supporting others and collaborating. I am very proud of our 2025 edition!,” says Geneviève.

Cheers to the Sleeman marketing team for hosting a great activation and to Team Sleeman Zero+ for their outstanding ride!