General Manager explains why Coopers ‘is approaching 2025 with confidence’

In August, Coopers officially unveiled its new $70 million Regency Park facility, a feat that Managing Director Tim Cooper described as “one of the most exciting projects we’ve undertaken in the 162-year history of Coopers Brewery.”

Three months later, Coopers published its FY24 end of year results, revealing a 1.5% volume growth despite Australia’s beer category contracting by 2.6%.

Here, General Manager Michael Shearer explains why these two achievements, among others, have inspired confidence for Coopers Brewery heading into 2025:

“Coopers Brewery is approaching 2025 with confidence off the back of solid sales growth achieved in FY24 and a firm commitment to continue producing the best Australian beer.

As Australia’s largest independent, family-owned brewery we want to showcase great tasting Australian beer to as many people as we can across the world.

In August, we officially opened our new $70 million ‘home’ of Coopers on our Regency Park site. The response from visitors across Australia and overseas has been encouraging, reaffirming the value of this long-term investment decision.

We set about to create the ultimate Australian beer experience for visitors to our brewery while showcasing our brewing credentials and launching into whisky production for the first time in our 162-year history.

Having had to restrict public access during the pandemic years, it’s pleasing to see the brewery a hive of activity once again, with visitors from all walks of life coming along to learn more about our beer and company history, taste our products and enjoy a beer-inspired meal.

And of course, there’s a lot of interest in the new microbrewery and whisky distillery now operating on site – although we have to encourage patience among those eager to know when the whisky will be ready. That’s a few years off yet!

Beer sales on the rise

Coopers total beer sales, excluding non-alcoholic beers, hit 78.7 million litres in the 2024 financial year, up from 77.6 million litres the previous year. The 1.5% sales increase was achieved at a time when the national beer market contracted 2.6%.

To achieve growth in tough market conditions and when costs of living and doing business are rising shows Australians still love, and see strong value in, great tasting authentic Australian beer.

Competition within the beer market is extremely tight. New products are being released constantly, all vying for the attention of a discerning, value-driven consumer.

Coopers continues to be very selective when it comes to new products.

The successful large-scale release of Coopers Australian Lager has been a strong contributor to our overall sales growth.

Since it was launched in August 2023, it has become our second highest selling Coopers product on tap, and our fifth highest selling beer overall.

A lot of research went into developing our Lager and the release to market was supported by an integrated campaign involving a novel piece of “beer art” and extensive trial activity.

The integrated launch campaign has paid off, with Coopers Australian Lager helping attract new drinkers to our brand and winning over our existing customers.

Coopers will continue to produce seasonal releases and we have something special lined up for early 2025.

Challenges remain

Rising costs, including the excessive tax on beer, continue to place considerable pressure on all operators in our industry, sadly leading to the closure of craft breweries and hospitality venues across the country.

Coopers is not immune to these pressures.

We are meeting these challenges head on by continuing to invest in our brands, operations and people for the long term, whilst managing the short-term challenges as they arise.

Energy initiatives

As part of our continuous improvement works, we are in the process of installing a carbon dioxide capture plant at the brewery.

The $2 million plant will capture carbon dioxide produced during the fermentation process and allow it to be used elsewhere within our operations. This will generate cost savings as well as providing security of supply and environmental benefits.

Awards

We don’t brew beer to win awards at Coopers but it’s always pleasing to have our products recognised. During the past year, Coopers beers took out a number of awards including an impressive five coveted positions in the prestigious GABS Hottest 100 with Coopers Original Pale Ale coming in 7th position overall. Coopers Best Extra Stout was judged best in its class of Porter or Stout at the 2024 Australian International Beer Awards and Coopers Sparkling Ale picked up the Consistency of Excellence Award.

Beyond the beer

Coopers Brewery places high importance on its impact in the community.

Through the generosity of staff and shareholders as well as other fundraising activities, the Coopers Foundation awarded approximately $650,000 to 19 charities over the 2024 financial year, taking the total donated to more than $7.8 million since the Foundation was formed in 2006.”

This article was written by Michael Shearer for Drinks Guide 2025, which was distributed nationwide in December and can be viewed digitally here. If you did not receive a physically copy and would like to be added to the Drinks Trade/Guide magazine mailing list, get in touch with the team now.