Turquoise-coloured cans will adorn Coppers’ first lager release featuring the Coopers rondel, marking a divergence from the brand’s traditional focus on ales and stouts.
Coopers Australian Lager represents a significant push from the brewer into the highly lucrative lager market, which makes up 80 per cent of beer sales nationally.
Michael Shearer, General Manager at Coopers Brewery, said Coopers sees significant growth potential in the lager category, and is excited to launch a national marketing and promotional campaign ahead of the August release date.
“This is shaping up to be one of our most exciting new beer releases. “This will be our first lager featuring the iconic Coopers roundel and we’re getting behind its release in a big way.
“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 drinkers will agree when they get their first taste,” said Shearer.
Several years in the making, Shearer said the release features new eye-catching turquoise packaging that fits with the lager’s refreshing and easy drinking appeal.
While most people would associate Coppers with ales and stouts, the brewery does have a history of producing lager dating back to the 1960s and has an existing range of low-carb and low-alcohol lager offerings.
“We’ve decided to double down with the release of Australian Lager and bring a new premium, great-tasting beer to the market to meet drinker demand.
“Coopers Australian Lager will be our flagship lager offering, rightfully taking its place among our permanent portfolio and featuring our iconic Coopers roundel,” said Shearer.
Coopers Australian Lager will have an ABV of 4.2 per cent and will be available in 375mL cans and 50L kegs from August 2023.