Food South Australia member Coopers Brewery has partnered with Tennis Australia and won the exclusive beer pourage rights for the Australian Open for the next five years.
The agreement means that only Coopers beer will be poured at Melbourne Park throughout the two weeks of the Australian Open, as well as lead-in tournaments in Brisbane, Sydney, Adelaide and Hobart from 2017 and Perth from 2018. It also includes pourage rights for all other sporting and entertainment events at Melbourne Park.
The value of the contract has not been disclosed, but Coopers National Sales and Marketing Director, Mr Cam Pearce, said it was one of the largest national sporting agreements Coopers had signed.
Meanwhile back at the brewery, celebrations were launched in August for the 60th birthday of its Managing Director and Chief Brewer, Dr Tim Cooper, with the release of limited edition 440ml cans of his eponymous beer, Dr Tim’s Traditional Ale. Appearing in major retailers for the same price as the standard 375ml can, the product is the first time Coopers has ventured into a 440ml size, and marks an extraordinary success of what was actually an “accidental” product.
Dr Tim’s Traditional Ale was first produced in 2004 as an experiment to see whether Coopers ales, which undergo secondary fermentation, could be successfully packaged in cans. Coopers’ packaging company, Amcor (now Orora), provided cans for this experiment with Dr Tim’s Traditional Ale already printed on them – and a new star was born.
The technical success of Dr Tim’s resulted in Coopers releasing Coopers Mild Ale 3.5% later in 2004 in both cans and bottles. It is thought that these two products are the only ones in the world to undergo secondary fermentation in the can.