Coopers tennis deal highlights WA's poor beer service

December 26, 2017

In an extraordinary contradiction in WA liquor licensing policy, sports fans attending this week’s Hopman Cup will be able to consume full strength beer.


Yet 5km away Perth’s brand spanking new multi-purpose stadium in Burswood will remain a mid-strength only zone. And as The Sip reported last month that could be good news for at least one emerging WA brewpub.


South Australian brewery Coopers has confirmed its products will be available when punters watch the world’s greatest male player, Roger Federer, in the mixed teams tennis tournament.


Considering some ties in the Hopman Cup can stretch six hours, the two-tiered licensing system for Perth’s major sports venues is galling.


It is another example of the State’s inconsistency in liquor selling approvals, even if the operators of Optus Stadium decided not to seek full-strength pourage rights for the $1.5 billion public-funded venue. Maybe venue management could see the writing on the wall.


Ironically, Coopers, through its Premium Beverages arms, will supply full strength Carlsberg to those fortunate to secure corporate boxes at Optus Stadium under a deal with venue beer operator, Gage Roads.

And Coopers will be serving its Premium Lager (4.8%) on tap during the Hopman Cup.


There will also be Coopers Original Pale Ale (4.5%), Coopers Clear (4.2%) and Coopers Premium Light (2.9%) available for tennis fans.


It is Coopers’ first appearance at the Hopman Cup but the arrival is part of the three-year (plus a two-year option) contract it signed with Tennis Australia in August 2016.


Under the deal Coopers has exclusive beer pourage rights for the Australian Open in Melbourne and lead-in tournaments in Brisbane, Sydney, Adelaide, Hobart and now Perth.


It was major boost for the veteran brewery because the Australian Open is viewed as the tennis grand slam of the Asia-Pacific with plenty of exposure and visitors from neighbours to the north.


The Coopers products were well received at the 2017 Australian Open.


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