It’s fascinating to watch as Coopers grows and its marketing and products change as it seeks to broaden its marketing footprint of grow. On the one hand it is celebrating 150 years and highlighting family ownership, heritage, tradition and cloudy ales. On the other, they offer up lycra-clad beer-serving wenches, exclusive pourage deals, low carb lagers and car racing sponsorships. It’s certainly interesting to watch the reactions to the midstrength ale being offered at the racing…

Media Release

Coopers Brewery sponsors Bathurst

Coopers Brewery is celebrating the 50th year of the iconic Bathurst endurance race in 2012 with the introduction of a special Bathurst pack.

The Bathurst pack contains 20 specially labelled cans of Coopers Mild Ale 3.5 and is being made available around Australia in the lead-up to the Supercheap Auto Bathurst 1000, to be held from October 4-7.

Coopers Chairman, Mr Glenn Cooper, said Bathurst was the most famous motor racing carnival in Australia and it was appropriate that as an exclusive beer partner and major sponsor of V8 Supercar racing, Coopers offered something special to celebrate the 50thyear.

“Coopers is celebrating its 150th anniversary in 2012 as well, so we appreciate the significance of the milestone,” he said.

“The Coopers Bathurst 20 pack will only be available in the lead-up to and during the Bathurst weekend.

“It is the first time we have produced such a pack and we expect they will be keenly sought by motor racing fans as well as beer can collectors around Australia.

“Given the timing, it is also likely a number of packs will become Fathers’ Day gifts as well.”

Coopers, the largest Australian owned brewer, became the exclusive beer partner and major sponsor of V8 Supercars early this year.

The agreement provides Coopers with exclusive pourage rights to all V8 Supercar events in Australia with mid-strength Coopers Mild Ale 3.5 and Coopers Clear being offered to motor racing fans.

V8 Supercars Chief Executive Officer David Malone said the success of Coopers’ introduction into the sport had been overwhelming for both proudly Australian-owned companies.

“We could not have hoped for a better start to the relationship with Glenn and the team at Coopers,” Mr Malone said.

“In the 50th year of the Supercheap Auto Bathurst 1000, this limited edition pack is a tremendous initiative from Glenn and his team.

“Fans have taken to the Coopers brand at a remarkable rate in the first half of the year with record sales at many of our events. Now, heading into the business end of the Championship, these numbers will only grow as we help Coopers build their brand profile nationally.”

Mr Cooper said V8 Supercars was the largest sponsorship arrangement Coopers had ever entered and provided the ideal platform to showcase its mid-strength Coopers Mild Ale 3.5 and Coopers Clear to audiences around Australia that may not previously have tried the beers.

“The response from motor racing fans around Australia has been outstanding,” Mr Cooper said.

“Bathurst is the most important event on the motor racing calendar and we are delighted to be able to help celebrate its 50th year.