Coopers Brewery is repackaging and relaunching Coopers Premium Lager and Coopers Premium Light.
The two lagers, along with Coopers Original Pale Ale, will be the main beers sold at the Australian Open, following Coopers’ success in winning the pourage rights for the tennis earlier this year.
Coopers Sales and Marketing Director, Mr Cam Pearce, said Coopers Premium Lager and Premium Light would be repackaged in 355 ml green glass bottles with clean, contemporary labels, cartons and cluster packs.
The new packaging is expected to be on shelves through most Australian liquor outlets this month.
“The green bottles and clean packaging underline the premium quality of Coopers Premium Lager and Coopers Premium Light and give the beers a distinctive contemporary look that stands out in the market,” Mr Pearce said.
“The new packaging will also differentiate the Coopers’ family of lagers from Coopers’ traditional ales, which retain the current brown glass bottles with roundel labels.”
It follows the revamp of Coopers Clear low carb dry beer last year, which was relaunched in new blue and silver packaging, emphasising the beer’s freshness, sessionability and low carb credentials.
Mr Pearce said Coopers had been considering changing the packaging for its Premium Lager and Light beers before it won the pourage rights for the Australian Open.
“Winning the rights for the Australian Open helped accelerate this process,” he said.
“The Australian Open and its related tournaments provide us with a great opportunity to showcase our lagers, which we believe will find strong acceptance among spectators and visitors from Australia and overseas.”
Coopers Brewery has also launched a limited edition beer in a special commemorative can to celebrate it becoming Tennis Australia’s official beer partner for the Australian Open and the Emirates Series in Sydney, Hobart and Adelaide. Legends Summer Lager is being sold exclusively by Endeavour Drinks Group, Dan Murphy’s and BWS stores across Australia until stocks run out.