Advertise with

Australia: Coopers prepares for Carlsberg relaunch
Australia: Coopers prepares for Carlsberg relaunch

Australia: Coopers prepares for Carlsberg relaunch

MARKETING NEWS - Feb 6th, 09:19

Coopers will soon ramp up the marketing activity behind its new international beer brands, Carlsberg and Kronenbourg, having recently announced a $20 million capital expansion programme to accommodate its continued sales growth. 

Coopers chairman Glenn Cooper told TheShout that the brewer could not start marketing the brands until their transition from Foster's had been fully completed.

"We took a lot of Carlsberg product from Foster's as part of the transition, so we couldn't start our marketing programme while the product was still showing on the label, 'Made by Foster's'," he said.

"The first batch of the Carlsberg brand from Coopers was done in November."

Cooper said marketing activity behind the international brands will get underway early this year.

The $20 million capital expansion programme announced this week includes doubling the size of the brewery's existing lager cellar, the installation of a second bottling line and two additional fermenters.

Coopers managing director, Dr Tim Cooper, said the expansion followed continued growth in beer sales and a strong profit performance in the 2011-12 financial year.

In the 12 months to June 30, 2012, Coopers' turnover rose 7.6 per cent to a record $186.3 million, while after tax profit reached a record $27.2 million, up 18 per cent on the $23 million in 2010-2011.

In calendar year 2012, Coopers sales grew by 9.7 per cent to 68.8 million litres, compared to 62.7 million litres in calendar year 2011.

This was boosted by record sales in the last six months of 2012.

"In the six months to December 31, 2012, beer sales jumped by 13.6 per cent on the same period in 2011," Dr Cooper said.

"Our international brands, Sapporo, Carlsberg and Kronenbourg 1664 accounted for nearly half of this increase."

"The results for our anniversary year were very gratifying, especially given the current economic situation where national beer sales overall have continued to fall for a third consecutive year." 

Related News

Tesco vows to curb Britain's food waste
28/10/2013 - 09:07
Berlin - Tesco, Britain's biggest retailer, has vowed to cut the near 60 000 tonnes of food wasted by its suppliers and shoppers each year, the latest firm volunteering to help tackle a growing environmental problem.

Glassmaker expands in Africa to boost revenue, Kenya
16/10/2013 - 11:38
East Africa Glassware Mart plans to double its revenue to $34 million (Sh2.9 billion) by opening in 10 new markets within Africa over the next three years.

Distell taps into China's cognac market
09/10/2013 - 10:23
Johannesburg - South African liquor company Distell Group Limited [JSE:DST] has acquired a 60% share in fast-growing liquor distribution company CJ Wines & Spirits‚ expanding its presence in the East.

Tokyo uncorks apartments for wine lovers
09/10/2013 - 10:15
Tokyo - For those who have trouble finding space for a large wine collection, a new apartment block in Japan with an in-house cellar and a visiting sommelier could be the perfect place to live.

Guinness Ghana moves to enhance product distribution
04/10/2013 - 12:23
Guinness Ghana Breweries Limited (GGBL), has appointed Mr Eric Otoo as the 'Route to Consumer' (RtC) Director in line with the company's vision of dominating the beverage industry in the country.