Coopers Brewery will release its Original Pale Ale in a can format from August.
Coopers Sales and Marketing Director Cam Pearce said that as a result of Coopers Original Pale Ale being released in cans, the Dr Tim’s brand would be retired from the Coopers portfolio.
Dr Tim’s was first produced in 2004 as an experiment to see whether Pale Ale, which undergoes secondary fermentation, could be successfully packaged in cans. The result, an almost identical product to Coopers Original Pale Ale, differing ever-so-slightly due to the fermentation process.
Pearce said Coopers had been encouraged to offer the new can format for Pale Ale on the back of the recent and highly successful launch of Session Ale in both bottles and cans, and the great uptake of the can offering in the product mix.
Brews News understands that IRI data has the value of craft beer in cans growing at 130 per cent this year against 4 per cent for craft beer in bottles. Cans now hold a 14 per cent share of the total craft beer market by value.
Pearce, said Coopers Original Pale Ale is the market leader of the total pale ale market in Australia with a 32.5 per cent share.
“With increasing consumer demand for a can format, now is the right time to release our flagship product in a can,” he said.
“Consumer demand for beer in cans has accelerated over the past few years as we see cans appealing to a wider audience and also for those occasions where drinkers are looking for the versatility and convenience that a can format offers.”
The new 375ml cans are the same price as 375ml bottles, although may vary at retail with promotional activity.
Coopers’ Session Ale and Mild Ale are also available in cans.