Coopers Original Pale Ale developed a cult following in Australia in the 1990s as drinkers began looking for alternatives in a market dominated by lagers for many decades.
It is now the market leader in the increasingly crowded pale ale market in Australia with a 32.5 per cent share.
Coopers sales and marketing director Cam Pearce said consumer demand for a can format led to the decision to launch the brewery’s flagship product in a can.
“Consumer demand for beer in cans has accelerated over the past few years as we see cans appealing to a wider audience and also for those occasions where drinkers are looking for the versatility and convenience that a can format offers,” he said.
Coopers has brewed ales in Adelaide, South Australia, since 1862 and is the largest family-owned brewery in Australia.
Pearce said Coopers had been encouraged to offer the new can format for Pale Ale on the back of the recent and highly successful launch of Session Ale in both bottles and cans, and the great uptake of the can offering in the product mix.
As a result of the move, the company said Dr Tim’s would be “retired from the Coopers portfolio”.
It has been a big month for Coopers, which took out the Best in Show Trophy with its Sparkling Ale at the Royal Adelaide Beer & Cider Awards.
Pale Ale joins Session Ale and Mild Ale in cans, while Coopers Sparkling Ale, Stout and Vintage Ale are only available on tap and in bottles at this stage.
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