As ambassadors, each will responsible for meeting with customers, consumers, hoteliers, restaurateurs and bar staff around Australia to share and talk all about beer. They will also be responsible for explaining Coopers' brewing practices and ranges.
“Many consumers and retailers don’t really understand our unique ales or know much about the story behind the brewery itself", Cam Pearce, Coopers National Sales and Marketing Director explained.
“The job of the ambassadors is to answer questions, inspire people to try our beers and explain the best way the beers can be presented for maximum enjoyment.
“Our ambassadors can suggest which of our beers work best with certain foods, discuss the characteristics of different beer styles and recommend different beers for special occasions.
“It’s all about enhancing the experience for customers.”
Appointed ambassadors so far include Adrian Clark, former member of Coopers' sponsorship and events team; Miro Bellini, former beer sommelier and ambassador for Brooklyn Brewery, whose beers are distributed in Australia by Coopers and Premium Beverages; and Schinichiro Shimo, beer ambassador for Sapporo, which is brewed by Coopers in Australia.
Shimo will work closely with Australia's Asian restaurants specifically, while Clark will share his knowledge of Coopers' ales and Thomas Cooper selection, having been with the company for over 23 years and seen both ranges grow and develop during that time.
“About 90 per cent of my work is explaining how our beers, such as Coopers Original Pale Ale, Sparkling Ale, Vintage Ale, Mild Ale and Stout, differ from almost every other beer on the market and why they are cloudy,” Clark said.
Miro Bellini will also be working with customers to clarify the differences between the wide variety of beers available on today's market.
“Today bar staff are asked to explain the difference between American and Australian Pale Ales and talk to consumers about beer styles, which foods they complement and the best way to serve them", Bellini said.
“The more they know, understand and enjoy beer, the more likely it is they will sell it.”
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