Coopers Brewery is adding ginger beer to its line-up for the first time, launching the new beverage on tap ahead of the summer season.
The iconic South Australian brewer says the move is not a break from its beloved brewing style, despite being a departure from tradition for the brand that’s part of Australia’s national identity.
WATCH THE VIDEO ABOVE: Coopers Brewery launches traditional ginger beer on tap
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The ginger beer is being promoted as brewed in the traditional style, entering a market where wine and spirit consumption is on the rise.
“It’s a real ginger beer made with real ginger juice and a malt base, hops, yeast like a classic beer,” Iain Cooper said.
The zesty new direction for Australia’s oldest and largest independent brewer has been a long time in the making.
Interestingly, the ginger beer will be brewed in Sydney, not at Coopers’ famous Regency Park Brewery in Adelaide.
When put to the pub test, drinkers had no issue with the interstate production.
“I’ve got nothing wrong with Sydney. It’s Australia,” one patron said.
“I think that’s perfectly reasonable. A good business decision I guess,” said another.
Coopers explained the decision is necessary because its Adelaide brewery is already over capacity.
“During summer we start selling beer faster than we can make it,” Cooper said, noting that contract brewing is a fairly common arrangement in the brewing industry.
The new brew has less bitterness and half the sugar of comparable ginger beers on tap.
“It’s a little bit out there for us but I think it still is pretty close to the family,” Cooper said. “We’re very excited to share it with the country and see how it goes.”
The introduction of ginger beer comes as Coopers nears a sales record. It’s heading to pubs in SA and NSW first.