The indomitable Coopers Brewery has provided a sneak peek into its upcoming major release and market move, heralding Coopers Australian Lager.
The new Australian Lager will soon be rolling off the line, with ABV of 4.2 per cent. Branded in a distinctive new turquoise-coloured motif, it will be available in 375mL cans and 50-litre kegs from August.
Research shows almost half of Aussie beer drinkers now consume both ales and lagers, but lager remains the dominant player, achieving 80 per cent of total domestic beer sales in the country.
As Australia’s largest independent family-owned brewery, Coopers wanted to create a modern Australian lager that is more flavoursome and contemporary, compared with the traditional lagers on the market.
The release signifies a major push by Coopers into the popular category.
“This is shaping up to be one of our most exciting new beer releases,” says Coopers’ GM Michael Shearer.
“This will be our first lager featuring the iconic Coopers roundel and we’re getting behind its release in a big way.”
While most people know Coopers for award-winning ales and stouts, the Brewery has been making lagers since the 1960s, already ranging Coopers Dry and Coopers Premium Light.
“It’s been a few years in the making and we’ve come up with a great-tasting Australian lager, which we’ve packaged in an eye-catching turquoise design that befits its refreshing and easy drinking appeal.”
The high-profile release will be supported by a big national marketing campaign, beginning in August.
“We see this as a significant growth opportunity for Coopers, and we’re not holding back in its promotion.”
