It’s a big enough deal to be Australia’s biggest locally-owned anything these days, but to be the world’s largest producer of home brew concentrates as well – and then buy the US’s biggest home brew brand…well, that’s another. All in their 150th year…
Nice work Coopers.
Coopers Purchases Major U.S.A. Home Brew Brand
Coopers Brewery has purchased America’s largest home brew brand, Mr Beer, in a move which consolidates Coopers at the head of the home brew market worldwide.
Mr Beer is based in Tucson, Arizona and distributes home brew starter kits, concentrates and accessories to more than 14,000 stores across America as well as to consumers directly via strong on-line sales.
Coopers is already the world’s largest producer of home brew concentrates and has its own range of DIY beer kits and accessories which it distributes to more than 20 countries. The purchase of Mr Beer means Coopers will also become the largest home brew beer supplier in the USA.
Coopers Marketing Manager Brewing Products, Scott Harris, said the multi-million dollar purchase was the first major international acquisition by Coopers in nearly 30 years and a significant milestone in Coopers’ 150th anniversary year.
It is expected to be profitable immediately and will open new opportunities for Coopers in the American market.
Mr Harris said the Mr Beer brand would be retained, along with its existing two US gallon (8 litre) micro brew kits. However, American customers would notice some subtle changes aimed at improving the quality of the beer they produced.
“We will replace the current malt extracts with a superior quality all-malt concentrate produced at Coopers with a yeast specifically designed for their size kit,” he said.
“This will remove the need for a sugar adjunct and will significantly improve the quality of beer that is produced.”
Coopers’ DIY Beer kits are based on a 23 litre micro fermenter and 1.7 kilogram cans of concentrate. The kits are widely sold in Australia and throughout the world.
“The smaller 8-litre Mr Beer kits are very popular with American consumers and retailers. We won’t be changing things there, but we expect there will be some opportunity for cross distribution in the future,” Mr Harris said.
“The potential home brew market in the USA is huge. In 2011, Mr Beer sold more than 200,000 home brew starter kits and there are no signs of that demand waning. In the past 10 years demand has been increasing by about 10% a year.”
Mr Harris said existing staff at Mr Beer would be retained and the starter kits would continue to be sourced from American suppliers.
Mr Beer was established in 1993 and purchased by Mike Bernstein in 1999. He will retain a shareholding in the company and stay on as Managing Director.
Mr Bernstein said today that the decision to partner with Coopers had been a great opportunity.
“We researched the globe for the right supplier. We wanted the best possible quality for our customers,” he said.
“Coopers has over a 150 years’ brewing experience and is world-renowned for the quality of its home brew products.
“Coopers’ involvement with Mr Beer will enhance the experience for America’s legion of home brewers.”
Mr Beer offers a wide range of accessories and services to home brewers, ranging from on-line help desks to forums, a home brew club, accessories, kits and a huge variety of recipes. It also offers advice on making cider and root beer (sarsaparilla).