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Coopers taps into new beer branding

Business

Coopers Brewery has refreshed its branding for the first time in 20 years, unveiling new-look packaging for its ales and stouts and a new longneck bottle.

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The Regency Park brewer today revealed a refresh of the iconic Coopers roundel, featuring a larger Cooper logo and barrel in the centre.

The family-owned company says the new look, commissioned from design agency Cowan, showcases Coopers’ heritage and brewing process with a more modern and clear design.

Coopers says its new look logo has an emphasis on heritage. Photo: supplied

A photo of the current Coopers logo, which has been around for 20 years. Photo: supplied

The new cans and bottles will begin rolling out at liquor stores and pubs in September.

Coopers national marketing manager Kate Dowd said the refresh polled well among Coopers fans.

“The new design has been carefully developed with the objective of retaining our brand loyalists while also recruiting new drinkers to the Coopers brand,” she said in a statement.

“The refresh brings overall consistency to the Coopers ale range and has been designed to stand out on shelves, making it easier for our fans to spot their favourite brew.

Coopers longnecks are also set for a refresh. Photo: supplied

“Coopers is excited to share our new look and we know that drinkers will continue to enjoy the great Coopers taste they know and love.”

The refresh will apply to all of Coopers ales and stouts, which make up the majority of the company’s portfolio.

It will not be rolled out to the company’s lager products, such as Coopers Dry and Premium Light.

The company also says its 750ml longneck range will be packaged in new lightweight bottles to minimise weight.

New look Coopers cans are set to hit the shelves in September. Photo: supplied

It comes as the brewery continues work on its new $50m expansion plan at Regency Park, featuring a new visitor centre, whisky distillery and microbrewery.

The development is slated for completion by Christmas 2023.

Coopers Brewery is Australia’s largest independent family-owned brewery and was ranked No. 23 InDaily’s 2021 South Australian Business Index of the state’s top 100 companies.

The company is this year celebrating its 160th year in operation.

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