Coopers Brewery has renamed its Session Ale as Pacific Pale Ale in time for summer, tapping into the nation’s love affair with the sun, surf and laid back music.
Cam Pearce, Coopers Marketing and Innovation Director, said the new look would help make Pacific Pale Ale more distinguishable to consumers seeking a summer-style beer.
“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,” Pearce said.
“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.”
As part of its national promotional campaign, Coopers has teamed up with Australian
singer/songwriter Angus Stone and his solo project Dope Lemon as a Pacific Pale Ale brand collaborator.
As part of this project Dope Lemon will produce and release a series of digital pieces of content embracing the lens through which Stone sees the world. The partnership will also see Coopers help celebrate Dope Lemon’s second release and film clip of
its third album.
“I am so stoked to be partnering with an iconic Australian brand like Coopers,” Stone said.
“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.”
Pale Ales dominated the GABS Hottest 100 this year, taking out the majority of the top 10 spots, with Stone & Wood’s Pacific Pale Ale crowned number one. A record 35,519 people placed more than 177,500 votes to compose the list, with representation from 45 breweries.
Coopers Pacific Pale Ale offers tropical fruit notes and an aromatic hop character. 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 nationally from late October, and will also be available on tap at your favourite local.
Categories: New releases