That's crafty! Coopers release a new XPA beer to lure back beer drinkers who have turned to trendier brands
- An Australian brewery has launched a new beer to compete in craft beer market
- Coopers, based in South Australia, is hoping to lure back its drinkers with XPA
- XPA is made from American hops with a citrus character and Australian malt
An Australian brewery has launched a new beverage in a bid to lure back beer drinkers who have turned to trendier brands.
Coopers, based in South Australia, will compete in the growing craft beer market with its new extra pale ale.
The company, which has been around since 1862, wanted to launch into the 'on trend' XPA category to attract a new crowd, senior brand manager Tanya Wojcik said.
Coopers, based in South Australia, will compete in the growing craft beer market with its new extra pale ale
She said the company wanted to appeal to those who have moved away due to wider market choice.
'Coopers is often known as the original craft beer - we were one of the very few,' Ms Wojcik said.
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'People who started drinking Coopers in their early 20s, and then started to look at other beers as craft emerged, are coming back to us.'
Marketing and innovation director Cam Pearce said XPA was still developing as a category in Australia but had grown strongly elsewhere.
The brewery that has been around for hundreds of years is trying to appeal to the generation that turned to craft beer
'We believe we have the opportunity to influence how the category progresses in Australia by providing a high-quality example of this style of beer with high drinkability,' Mr Pearce said in a statement on Friday.
XPA is made from American hops with a citrus character and Australian malt, which Mr Pearce describes as 'a smooth and very drinkable hoppy beer'.
Coopers will roll out XPA kegs to hotels around the country following its launch in Melbourne on Friday.
