Coopers Brewery redesigns beer and stout brand. The company will also package its 750 ml long-neck range in a new bottle to minimize weight. Coopers introduces a new look for naturally conditioned beers and stouts. Credit: © Coopers Brewery.
Australian family-owned Coopers Brewery has rebranded its portfolio of naturally conditioned ales and stouts. The move is the brand’s first major update to its core packaging in 20 years and was delivered in partnership with design agency Cowan.
As part of the changes, the Coopers roundel has been redesigned to demonstrate the brand’s heritage and brewing process. Coopers Brewery’s national marketing manager, Kate Dowd, said the new packaging has received “strong recognition and sympathy” from both long-term and new customers.
Despite the update in appearance, there will be no change in beer content.
Dowd said: “The new design has been carefully developed with the goal of retaining our brand loyalists while recruiting new drinkers to the Coopers brand. “The update brings overall consistency to the Coopers beer range and has been designed to stand out on the shelves, making it easier for our fans to spot their favorite beer. “Coopers is excited to share our new look and we know drinkers will continue to enjoy the great tasting Coopers they know and love.”
In addition, Coopers Brewery will package its 750 ml long-neck range in a new bottle in an effort to minimize weight. The company’s lager product range, which includes Dry and Premium Light, will continue under the same brand name. Coopers will launch products with the new packaging and updated tap badges in liquor outlets and licensed premises across Australia from next month.
The packaging change comes after the brand unveiled the new master brand positioning, Forever Original, last year. Based in Adelaide, Coopers Brewery specializes in ales, stouts, lagers and light, low-carb beers.
The company’s shares are owned primarily by the extended Cooper family, which founded the business in 1862.
