Coopers’ unique Australian ales roll into UK towns

It will be a homecoming of sorts for Coopers ales, which are now on the shelves of over 200 Majestic wine outlets across the UK.

The beers have their origins in Yorkshire, explains Executive Director Andrew Cooper. Andrew’s great-great-great grandfather Thomas Cooper and his wife, Anne, arrived in South Australia in 1852. Carefully packed in Anne’s luggage were brewing recipes from her father’s inn in Skipton.

Six generations and 162 years after Thomas’s first brew in 1862, the technology has changed somewhat. Coopers is now Australia’s largest independent brewer. But the Cooper family is still brewing beers based on those original recipes.

Quality comes first in a competitive market

‘We love telling the Coopers story,’ says UK distributor Robert Karsten of World Beers.

However, success in a competitive market requires more than a great story, he adds. Customers have many other options, so they need to enjoy the beer if they are going to buy it again. And Coopers is known for its uniquely loyal customers.

Taste, provenance and history are all key to Coopers’ UK success, suggests Karsten. ‘We see customers paying much more attention to labels and ingredient lists than previously,’ he adds. ‘Coopers’ natural fermentation process and no additives or preservatives are also drawing in customers.’

‘Coopers’ rich brewing heritage and dedication to craft perfectly complement Majestic’s passion for curating exceptional beverage ranges, making this a natural fit. We’re thrilled to celebrate this partnership, and we look forward to offering consumers an outstanding selection that reflects the best of both worlds,’ says Karsten.

A unique tasting ale

Independence and family ownership have allowed the company to put the art, science and love of brewing first, says Cooper.

Take, for example, the natural conditioning process that gives Coopers ales their unique taste, cloudy character (and the requirement to roll before pouring).

The process requires an additional 2 weeks in the brewery while the beer goes through a secondary fermentation process. That delay may not make sense from a purely commercial perspective, which may be why the process is now so rarely used.

‘But having our name on the bottle does affect the way we make decisions,’ reflects Cooper. ‘We are passionately committed to celebrating 200 years of independent family brewing in Australia.’

Coopers’ unique ales are now available in over 200 Majestic wine outlets across the UK.

Austrade support helps win more global fans

Coopers exports to 18 countries, though export volumes account for less than 5% of sales annually. As with other decisions, the company prefers to take a long-term view. That means taking time to find the right distribution partners and work closely with them over time.

Coopers contacted Austrade when it started looking at the UK market. Austrade suggested potential distribution partners, including World Beers.

‘After making the introduction, Austrade has let us run with things. They are always available if we need them to step in or help move anything along,’ says Karsten. ‘They’ve been a great resource to lean on. I always feel able to pick up the phone and ask for advice or help if I need it.’

‘There is a growing preference in the UK for craft beers and speciality flavours,’ says Will Downey, Austrade’s Senior Business Development Manager, UK & Ireland. ‘Coopers’ launch into Majestic, one of the UK’s largest wine, beer and spirits retailers, is a major milestone for the brand. In collaboration with our South Australia Government colleagues, we look forward to supporting their further expansion in the UK.’

Both Karsten and Cooper are delighted that customers can find Coopers in Majestic stores.

‘People send us photos from all over the world where they have spotted Coopers and enjoyed one,’ says Cooper. ‘Now that we’ve got a wonderful partner in World Beers, I expect we’ll receive more from the UK as people share our beer and our story with family and friends.’

An ongoing ethos of efficiency

As an importer, Karsten is often asked about sustainability issues.

‘It’s about doing our due diligence so we can answer questions about the production process. We also make sure our processes are as efficient as possible at every stage. We’re very conscious, for example, about packing the pallets as full as possible and organising logistics as efficiently as possible.’

From the production side, technology now plays an important role in sustainability. For example, Coopers relies on reverse osmosis to purify water and extensive monitoring systems to track usage and waste.

But efficient use of resources has been part of Coopers’ ethos from the outset. ‘For decades we have been making choices to ensure operations would run as efficiently as possible,’ says Cooper. ‘Now those decisions are helping us reduce our environmental impact.’

Looking ahead for the next generation

Coopers’ strategy of protecting the core of its business while exploring new opportunities is evident in its new world-class visitor’s centre in Adelaide. The facility includes a microbrewery, which will allow for small-scale experimentation and more nimble innovation.

Coopers is also looking to make use of its expertise in malting and brewing to start producing Australian whisky. That will take some years to come to market, acknowledges Cooper. But Coopers has always been in it for the long term.

‘We approach whisky with humility and the same patience and commitment to quality as in anything we do,’ says Cooper.