Coopers Brewery kicked off the year with a few new faces and changes to its team.
Coopers Sales and Marketing Director Cam Pearce has named Floyd O’Toole as the new Sales Manager in the Northern Territory, based out of Darwin. Mr O’Toole, who previously worked in the hotel sector, said that while the Northern Territory was traditionally a lager beer market, Coopers is gaining a strong following from consumers looking for something different, recording an overall 3.6 per cent increase in sales, driven by a 20 per cent rise in sales of Coopers Mild 3.5% and 6.9 per cent in sales of packaged Pale Ale.
“The mid-strength beer sector is growing particularly strongly in the Northern Territory and Mild Ale 3.5% is providing a good-tasting alternative to other mid-strength beers in the market,” he said.
“The strong backing it receives as a result of Coopers’ involvement in the V8 Supercars is also helping to get the product better known across the Territory. Coopers Original Pale Ale has continued its strong growth and remains Coopers’ largest selling product in the NT.”
Last year, Coopers also renewed its sponsorship of the Darwin Festival, signing a three-year deal to provide beer and cider at the event, with Mr Pearce describing the Northern Territory as a vibrant market that provides good opportunities for Coopers.
“As the market matures, NT drinkers are increasingly looking for full-flavour beers for which Coopers is renowned,” he said. “The appointment of Floyd will help to raise the profile of Coopers in the NT.”
Also raising the profile of Coopers is its newly appointed team of three brand ambassadors: Adrian Clark, a former member of Coopers’ sponsorship and events team; Miro Bellini, a former beer sommelier and also the ambassador for Brooklyn Brewery, whose beers are distributed in Australia by Coopers and Premium Beverages; and Shinichiro Shimo, the beer ambassador for Sapporo, which is also brewed in Australia by Coopers.
Mr Pearce says the job of the ambassadors is to answer questions, inspire people to try Coopers beers and explain the best way the beers can be presented for maximum enjoyment.
“As a family-owned company with 153 years’ history, Coopers has a great story to tell, while many of our beers are unique in the way they are made,” he said.
“Our ambassadors can suggest which of our beers works best with certain foods, discuss the characteristics of different beer styles and recommend different beers for special occasions. It’s all about enhancing the experience for customers.”