New releases

Coopers gets arty with its Australian Lager launch

Coopers is mixing art with brewing to celebrate the launch of its flagship lager into the Australian market.

The brewery is anticipating Coopers Australian Lager be one of the most exciting releases in its 162-year history, with the first pallet to be unveiled at GAGPROJECTS Gallery, in Kent Town, Adelaide.

The exhibition will take viewers on an immersive journey from inspiration to tasting.

“This will be our first lager featuring the iconic Coopers roundel, and we’re supporting its release starting with this fun and playful activation – ‘First Drop’ by Coopers,” Coopers Brewery General Manager Michael Shearer said.

Playing on its history as a prolific and experimental ‘artist’ in brewing, the exhibit will see Coopers combine its “mastery of water, grain, yeast and hops to create the revolutionary new piece”.

Within this “pallet” is a contemporary interpretation of the classic lager format. Coopers said it “magnificently presents its passion for refreshing crispness, combined with subtle cues to a sun kissed South Australian summer. The work undeniably evokes the visceral feeling of a sunny afternoon in a local beer garden.”

Coopers’ lager-making history

“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,” Shearer said.

“We feel we’ve delivered on that and we’re confident drinkers will agree when they get their first taste.

“It’s been a few years in the making and we’ve come up with a great-tasting Australian lager which we’ve packaged in an eye-catching turquoise design that befits its refreshing and easy drinking appeal.”

While most people know Coopers for its ales and stout, the brewery also has a long history in lager dating from the late 1960s. Its existing lager range includes the low-carb Coopers Dry and Coopers Dry 3.5, as well as the low-alcohol Coopers Premium Light.

“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,” Shearer said.

“Coopers Australian Lager will be our flagship lager offering, rightfully taking its place among our permanent portfolio and featuring our iconic Coopers roundel. With 80% of beer volume sold in Australia being lager, we see this as a significant growth opportunity for Coopers and we’re not holding back in its promotion.

“We can’t wait to share this new Australian lager with beer drinkers around the country.”

Adelaideans will be among the first drinkers in the country to be able to taste the new lager, which has an ABV of 4.2%.

The ‘First Drop’ by Coopers exhibition will be open to the public on 19 August at GAGPROJECTS Gallery, Kent Town in Adelaide.

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Categories: New releases