Home' National Liquor News : NLN FEB 2018 Contents 66 | FEBRUARY 2018 NATIONAL LIQUOR NEWS
CAM PEARCE, NATIONAL SALES AND MARKETING DIRECTOR
WHAT WERE THE HIGHLIGHTS FOR
COOPERS IN 2017?
Coopers’ first involvement in the Australian
Open in January and the opening of a $65
million Malting Plant in late November
bookended a strong year for Coopers in 2017.
The Australian Open is the largest
sponsorship with which Coopers is involved
and an enormous amount of work was
undertaken to ensure the arrangement with
Tennis Australia ran smoothly. Coopers’
sponsorship includes lead-in tournaments at
Brisbane, Sydney, Perth and Hobart and has up
to four years left to run.
Coopers’ new maltings at its Regency Park
site opened in November after a construction
period of almost two years. The 16,000sqm
malt house is considered the most technically
advanced in the world and can produce up to
54,000 tonnes of malt a year. Coopers will use
approximately 17,000 tonnes a year for its own
requirements with the rest available to national
and overseas customers.
Beer sales continued to improve in 2016-17
with Coopers recording its 24th consecutive
year of growth to 83.8 million litres, giving
us around five per cent of the total Australian
market. New South Wales is now Coopers’
strongest market with 27 per cent of total sales,
compared with 22.9 per cent in South Australia
and 18.7 per cent for Victoria.
Late in the year Coopers introduced
Session Ale, a refreshing summer style beer
with tropical fruit notes and an aromatic hop
character from the Galaxy and Melba hop
varieties. Session Ale has a 4.2 per cent alcohol
level and is available on tap.
CRAFT BEER IS STILL ON THE UP
– HOW WILL COOPERS LEVERAGE
THIS TREND IN 2018?
Coopers will continue to promote its own
craft brewing credentials. We are a family-
owned company and hold a unique position
in Australia. Our founder, Thomas Cooper,
is widely regarded as being one of Australia’s
first craft brewers. We have been brewing our
unique range of secondary-fermented ales for
155 years and still set the standard for today’s
craft brewers. In late 2017, we released Session
Ale, a refreshing summer style beer, to the on-
premise trade. It has received a very positive
response and has become a permanent addition
to our range of ales.
While it was initially planned as a limited
edition, its rapid take-up meant the decision
was made to make it a permanent addition to
the Coopers range.
Session Ale is a refreshing summer style beer
with tropical fruit notes and an aromatic hop
character derived from Galaxy and Melba
hops. It was developed to meet the growing
demand for fruity, easy-drinking summer
style beers. The hops are added late in the
brewing process for bitterness and then dry
hopped to extract flavour and aroma. This
gives a moderate level of after-palate dry-
hopped bitterness to balance the estery flavours
produced by the famous Coopers Ale yeast.
Like other Coopers ales, it undergoes
secondary fermentation, eliminating the need
for additives or preservatives. This secondary
fermentation also means the beer has a slightly
cloudy appearance, which is a hallmark of
Session Ale has been released under its
own distinctive rondel (ale label) making it
an obvious and distinct member of the family,
alongside Sparkling Ale, Pale Ale, Stout, Dark
Ale and Mild Ale.
The opening of our new maltings last
November gives Coopers further control over
its raw materials and the ability to develop
malt types which will encourage product
development, a hallmark of the craft sector,
into the future.
Coopers is headed by Dr Tim Cooper, our
Chief Brewer and Managing Director, who is
a great, great grandson of Thomas Cooper,
underlying our family ownership and heritage.
WHAT DO YOU SEE AS THE BIG
BEER TRENDS FOR 2018?
Fruity summer style beers such as Coopers
Session Ale are proving very popular in the
market and demand for this style is expected to
grow in 2018.
Across the market generally, new flavours
and styles are evolving while innovation in
packaging, container sizes and alcohol content
is creating additional interest in the market.
Coopers has produced small batch releases
in the past and will give ongoing consideration
to similar releases to highlight Coopers’ craft
brewing credentials in the future.
The mid-strength market is expected to
continue growing in popularity with Coopers
Mild Ale 3.5% being one of the brewery’s strong
performers. The low carb sector also remains
strong, while low and ultra-low alcohol beers
are developing a good niche in the market and
are expected to grow further in 2018.
WHAT SHOULD THE TRADE BE
DISCUSSING IN 2018?
Total beer consumption in Australia has continued
its decline and achieving profitable growth in a
challenging market is proving difficult. Reversing
this trend will be one of the major topics the
industry will be debating in 2018.
The impact of the introduction of the
Container Deposit Scheme (CDS) in NSW is still
working its way through the market and there
will be strong interest in how this plays out.
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