Coopers Brewery is tapping into the growing preference for craft beers in the UK and is now stocked at more than 200 Majestic wine outlets across the country.

It will be a homecoming of sorts for Coopers ales, as the beers have their origins in Yorkshire.

Executive Director Andrew Cooper’s great-great-great grandfather Thomas Cooper and his wife, Anne, arrived in South Australia from Yorkshire in 1852. Carefully packed in Anne’s luggage were brewing recipes from her father’s inn in Skipton.

Six generations and 162 years after Thomas’s first brew in 1862, the technology has changed somewhat. Coopers is now Australia’s largest independent brewer. But the Cooper family is still brewing beers based on those original recipes.

“We love telling the Coopers story,” said World Beers’ Robert Karsten, the UK distributor for Coopers Brewery.

However, success in a competitive market requires more than a great story, he added, saying taste, provenance and history are all key to Coopers’ UK success.

“We see customers paying much more attention to labels and ingredient lists than previously,” he said.

“Coopers’ natural fermentation process and no additives or preservatives are also drawing in customers. Coopers’ rich brewing heritage and dedication to craft perfectly complement Majestic’s passion for curating exceptional beverage ranges, making this a natural fit. We’re thrilled to celebrate this partnership, and we look forward to offering consumers an outstanding selection that reflects the best of both worlds.”

Austrade support helps win more global fans

Coopers exports to 18 countries, though export volumes account for less than 5% of its sales annually.

The brewer contacted Austrade when it started looking at the UK market. Austrade suggested potential distribution partners, including World Beers.

“There is a growing preference in the UK for craft beers and speciality flavours,” said Austrade Senior Business Development Manager, UK & Ireland Will Downey.

“Coopers’ launch into Majestic, one of the UK’s largest wine, beer and spirits retailers, is a major milestone for the brand. In collaboration with our South Australia Government colleagues, we look forward to supporting their further expansion in the UK.”

“People send us photos from all over the world where they have spotted Coopers and enjoyed one,” said Cooper.

“Now that we’ve got a wonderful partner in World Beers, I expect we’ll receive more from the UK as people share our beer and our story with family and friends.”

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