With Spring in full bloom, Coopers Brewery is casting it’s attention to summer, captivating Australians love of all things sun and surf, with the launch of Pacific Pale Ale.
The new look Pacific Pale Ale, previously known and loved as Session Ale, will appear with new branding in cans towards the end of October.
To support the national launch, Coopers has appointed a Pacific Pale Ale brand collaborator, teaming up with renowned Australian singer/songwriter Angus Stone and his solo project Dope Lemon. To support the campaign, Dope Lemon will produce and release a series of digital content embracing the lens through which Angus Stone, the creative director of the project, sees the world.
The partnership will also see Coopers help celebrate Dope Lemon’s second release and film clip of its highly anticipated third album.
“I am so stoked to be partnering with an iconic Australian brand like Coopers. There’s a big-time love for kicking back in the bay on a warm summer’s afternoon drinking a great beer and I couldn’t think of a better one than Coopers Pacific Pale Ale,” said Angus.
Coopers Marketing and Innovation Director, Cam Pearce, said, “It’s still the same great tasting beer in a blue can but with a new name that we feel better reflects its position in the growing craft beer category.
“We launched Session Ale in late 2017 and it quickly established itself as a popular drink among craft beer enthusiasts. Since then the perception of the overall Session Ale category has evolved to now be more reflective of a mid-strength beer while Pacific has become identifiable with a style reflecting refreshment, flavour and fruitiness.
“So to better align with its category and reflect its refreshing, tropical flavour profile, we’ve changed the name to Pacific Pale Ale.”
Pacific Pale Ale is a refreshing naturally conditioned ale with tropical fruit notes and an aromatic hop character making it the ideal beer to enjoy the great outdoors, a bonfire with friends or a night out at the local pub. It is brewed using Galaxy and Melba hop varieties that produce a fruity, easy-drinking summer style beer, with a golden straw colour and an alcohol level of 4.2%.
Pacific Pale Ale will be sold in can format in six packs and cartons from all good bottleshops and available on tap at your favourite local.
