Coopers Brewery is tapping into the nation’s love affair with the sun, surf, laid back music and great tasting beer, releasing Pacific Pale Ale in time for summer.
The launch will see the Australian family-owned brewery’s existing Session Ale renamed as Pacific Pale Ale with the new branded cans to be available nationally from late October.
Coopers Marketing and Innovation Director, Cam Pearce, said the new look would help make Pacific Pale Ale more distinguishable to consumers seeking a summer-style beer.
“It’s still the same great tasting beer in a blue can but with a new name that we feel better reflects its position in the growing craft beer category,” Mr Pearce said.
“We launched Session Ale in late 2017 and it quickly established itself as a popular drink among craft beer enthusiasts. Since then the perception of the overall Session Ale category has evolved to now be more reflective of a mid-strength beer while Pacific has become identifiable with a style reflecting refreshment, flavour and fruitiness.”
“So to better align with its category and reflect its refreshing, tropical flavour profile, we’ve changed the name to Pacific Pale Ale.”
As part of its national promotional campaign, Coopers has teamed up with renowned Australian singer/songwriter Angus Stone and the effortless swagger of his solo project Dope Lemon, as a Pacific Pale Ale brand collaborator.
As part of this project Dope Lemon will produce and release a series of visually stunning and captivating digital pieces of content embracing the lens through which Angus Stone, the creative director of the project, sees the world.
The partnership will also see Coopers help celebrate Dope Lemon’s second release and film clip of its highly anticipated third album.
“I am so stoked to be partnering with an iconic Australian brand like Coopers. There’s a big-time love for kicking back in the bay on a warm summer’s afternoon drinking a great beer and I couldn’t think of a better one than Coopers Pacific Pale Ale,” said Angus.
Pacific Pale Ale is a refreshing naturally conditioned ale with tropical fruit notes and an aromatic hop character making it the ideal beer to enjoy the great outdoors, a bonfire with friends or a night out at the local pub. It is brewed using Galaxy and Melba hop varieties that produce a fruity, easy- drinking summer style beer, with a golden straw colour and an alcohol level of 4.2%.
Pacific Pale Ale will be sold in can format in six packs and cartons from all good bottleshops and available on tap at your favourite local.
Coopers Brewery is a six-generation family owned company and Australia’s largest Australian- owned brewery. The Coopers family has been making its famous ales since 1862.