Coopers’ foray into what they
call “super craft” has been deemed a success with the decision to retain the
150th Anniversary brew as part of the main line.
According to National Marketing
Director, Cam Pearce, the brew has been especially popular with punters,
selling over 100,000 cases since its launch in May 2012.
“We said that if it performed
well, consideration would be given to keeping it as one of our regular lines,”
he says. “Sales have exceeded our expectations and we have made the decision to
make it a permanent part of our portfolio.”
So stellar were the sales that
that Nielsen data placed it as the number one new product development in
packaged beer by value for the quarter ending October 2012.
The brew is a darker coloured
brew with its roots in the IPA style, and the first packaged under the Thomas
Cooper Selection range of beers. And Pearce says that the range is expected to
become an important one in the future.
“Celebration Ale is a good
example of a premium craft beer and fits well alongside the traditional range
of Coopers beers,” he says. “The fact that it has been able to carve out a
strong following in an increasingly busy sector of the market in a relatively
short period of time is a strong endorsement of our brewers’ abilities.”
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