Coopers Brewery is celebrating the 60th birthday of its Managing Director and Chief Brewer, Dr Tim Cooper, by releasing limited-edition 440ml cans of his eponymous beer, Dr Tim’s Traditional Ale.
Dr Cooper turned 60 in June and, to help celebrate the milestone, Coopers is producing 20,000 cases of Dr Tim’s Traditional Ale in the 440ml can format. It is the first time that Coopers has released a 440ml can.
National Sales and Marketing Director Cam Pearce said Coopers had been keen to celebrate Dr Cooper’s birthday with customers and the brewing team suggested that a special-edition can of Dr Tim’s would be a suitable recognition.
“The decision was made for this to be a 440ml can, to be sold at the same price as the 375ml can,” he said.
Coopers has also launched a national campaign to promote its iconic beer Coopers Sparkling Ale. An advertisement is backed by Billy Joel’s ‘Just The Way You Are‘ and will be shown in cinemas around Australia over the next nine weeks.
The Sparkling Ale campaign will also cover digital, print and outdoor formats across the country, featuring the messages ‘Hasn’t. Couldn’t. Wouldn’t.’, and ‘Unchanged and Family Owned Since 1862’.
Mr Pearce says the campaign was designed to underline the history, quality and consistency of Coopers Sparkling Ale, which was one of the first beers brewed by Thomas Cooper in 1862.
Coopers Sparkling Ale is Coopers’ second largest-selling beer, behind Original Pale Ale.