Coopers Brewery has shared a sneak peak of its upcoming new beer release – Coopers Australian Lager – which will soon be rolling off the line in striking turquoise livery at Australia’s largest independent family-owned brewery and into the hands of beer lovers across the country.
For the new range, the company has stuck with the same suppliers it currently uses for its 375ml can products – designed by Cowan Australia, cluster packs provided by Westrock, cartons by Opal Group, cans by Orora Group, and tap decals by Sun Decals.
The Australian Lager release will be supported by a major national marketing campaign, kicking off in August, with the refreshing beer in turquoise-coloured cans hitting the shelves and bar taps at the same time.
The new range signifies a major push by Coopers into the highly popular lager category, which represents more than 80 per cent of total domestic beer sales in Australia.
“This is shaping up to be one of our most exciting new beer releases – this is our first lager featuring the iconic Coopers roundel, and we’re getting behind its release in a big way,” said Michael Shearer, general manager at Coopers Brewery.
“Australians love their lagers, and we wanted to create a modern Australian lager that is more flavoursome and contemporary compared with the traditional lagers in the market.
“We feel we’ve delivered on that with Coopers Australian Lager, and we’re confident drinks will agree when they get their first taste.
“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.”
While most people know Coopers for its award-winning ales and stouts, the brewery also has a long history in lager dating from the late 1960s. Its existing lager range includes the low-carb Coopers Dry and Dry 3.5, as well as the low-alcohol Coopers Premium Light.
“We’ve decided to double down with the release of Coopers Australian Lager and bring a new premium, great-tasting beer to the market to meet drinker demand,” Shearer explained.
“Coopers Australian Lager will be our flagship lager offering, rightfully taking its place among our permanent portfolio and featuring our iconic Coopers roundel.
“With 80 per cent of beer volume sold in Australia being lager, we see this as a significant growth opportunity for Coopers, and we’re not holding back in its promotion.
“There are some very exciting elements to the national marketing and promotional campaign that will come to light very soon. We can’t wait to share this new Australian lager with beer drinkers around the country.”
Coopers Australian Lager will have an ABV of 4.2 per cent and will be available in 375ml cans and 50kg kegs from August 2023.
