For some Australian beer powerbrokers Asia looms as a giant reservoir of new brew lovers.
The rise of the Chinese middle class has created a thirst for western goods. Our grapes have already been keenly sought, just as Treasury Wine Estates which has enjoyed significant growth in the world’s most popular country.
Now Coopers Brewery is leading a charge in the region for Australian beer makers.
And they have done so without having to leave home.
In a mammoth coup and one that might hopefully ricochet on to other sporting competitions, Coopers have become the official brewery for the next five Australian Open tennis championships.
The SA company replaces long time sponsor Heineken, whose tent was very well frequented by journalists at the end of a day’s play.
“It is marvellous that Coopers, the last major wholly Australian-owned family brewery, is teaming up with Tennis Australia for such an iconic event,” said company sales chief Cam Pearce.
“It means Australia’s premier summer sporting event, which runs over the last two weeks of January, including Australia Day, will have a premium Australian beer associated with it.”
While the Open is played in Australia the grand slam is pitched as an “Asia-Pacific event” and organisers have worked hard to embrace tennis throughout the region.
The Open has a strong visitation from major Asian businesses with visitors to now be exposed to a popular Australian beer.
The deal allows Coopers to not only pitch to the 720,000 spectators at Melbourne Park for two weeks but to our nearest neigbours as well.
“Tennis is a great fit for Coopers and the Australian Open and its lead-in tournaments in other capital cities are perfect avenues for us to showcase our products to the Australian market as well as international guests who visit Melbourne for the tennis,” Pearce said.
He said Coopers would be supplying Coopers Original Pale Ale, Coopers Premium Lager and Coopers Premium Light throughout the event.
The company will undertake a package refresh for both Coopers Premium Lager and Coopers Premium Light to provide a fresh, vibrant look to coincide with and support the Australian Open.
Coopers beer will also be served at lead-up events in Perth, Sydney, Adelaide and Hobart during January.