Coopers Brewery has now captured 25% of Australia�s beer market

Australia: Coopers Brewery has recently announced that almost one in every four beers sold in South Australia is now a Coopers. Sales figures for the end of March this year show that Adelaide-based Coopers Brewery has now captured 25% of its home market, with sales in South Australia continuing to grow at almost 10% a year.

Only three years ago, Coopers share of the South Australian market was 16%, or about one in every six beers sold in the State. Coopers Marketing Director and Chairman, Mr Glenn Cooper, said that most of Coopers’ growth was the result of the popularity of Coopers Pale Ale, which is now the biggest selling single beer brand in South Australia.

“Total Pale Ale sales in South Australia have been growing at about 13% a year, with sales of Pale Ale over the bar growing at 11% a year,” he said. “At the same time our total sales interstate have been growing at more than 30%.” Mr Cooper said the company had been working extremely hard to ensure Coopers taps were placed in as many hotels and club outlets as possible.

“This has been paying big dividends, particularly in country areas of the State,” he said. Mr Cooper said that while Pale Ale remained the jewel in the Coopers crown, reaction to the introduction of Mild Ale last year had been very encouraging and the beer was beginning to carve a niche for itself in a state that had little tradition of mid-strength beer. “Sales of Sparkling Ale have also continued to rise, although not to the extent of Pale Ale,” he said.