The can looks like the ones that carry new tennis balls. So it is fitting Coopers have taken to its new Australian Open role with such a development.
To mark its entry as the official beer of the Asian Pacific grand slam the South Australian-based brewer has launched a new Lager. And it has also given a few old favourites a dress up before the first serve at Melbourne Park in January.
A limited edition Legends Summer Lager will celebrate Coopers’ move into the sport.
Pale golden straw in colour Legends Summer Lager combines freshly cut lime with citrus notes derived from the use of Hallertau hops.
It hits the ABV scale at the now very fashionable 4.2 per cent.
Coopers National Sales and Marketing Director Cam Pearce said the beer had been packaged in sleek 355ml Euroslim cans with each featuring one of 12 anecdotal stories and facts about the Australian Open.
“Legends Summer Lager is a great refresher and ideal to drink while watching tennis across summer,” he said. “The commemorative cans will provide facts about the Australian Open, delivered in the traditional Coopers manner.
Coopers has also repackaged Premium Lager and Premium Light. The two Lagers, along with Original Pale Ale, will be the main beers sold at the Australian Open.
Premium Lager and Premium Light would be repackaged in 355ml green glass bottles with clean, contemporary labels, cartons and cluster packs. The new packaging is expected to be on shelves through most Australian liquor outlets this month.
“The new packaging will also differentiate the Coopers’ family of lagers from Coopers’ traditional ales, which retain the current brown glass bottles with roundel labels,” Pearce said.
It follows the revamp of Coopers Clear low carb dry beer last year which was relaunched in new blue and silver packaging, emphasising the beer’s freshness, sessionability and low carb credentials.
Coopers Premium Lager and Coopers Premium Light are both all malt beers. Premium Lager has an alcohol level of 4.8 per cent while Premium Light is at 2.9 per cent.