E-Malt.com News article: Australia: Coopers launches new beer for Christmas

The world’s largest manufacturer of home brew beer concentrates, Coopers Brewery, is releasing a new beer style in time for Christmas, according to company’s press release, November 6.

Coopers new European Lager is currently being distributed ahead of the anticipated Christmas rush and will be available at Coles, Woolworths, BIG W and Kmart stores.

Coopers Marketing Manager, Brewing Products, Mr Scott Harris, said European Lager had been designed to produce a style of beer very similar to the well-known lagers imported from overseas, but at a fraction of the cost.

However, the new European Lager differs to other Coopers home brew concentrates in that it has been specifically designed to obtain the best results by storing the brew in the bottle for three months prior to drinking.

“The European Lager uses a genuine lager yeast, with the hops chosen used exclusively in many European lagers. It is designed to be used with Coopers Brew Enhancer 2 and then cellared in the bottle for 12 weeks.

“The combination of the high quality ingredients and extended storage enables the brewer to achieve an outstanding result,” he said.

“While the beer is quite drinkable two weeks after brewing, the extra time in the bottle removes any harshness and enables it to fully develop to become a smooth, crisp lager with distinct European flavours and aromas.”

Mr Harris said mainland Europe was home to a multitude of breweries and boasted a greater variety of beer styles than any other region in the world.

“Europe, being the birthplace of lager style beer, is considered to be the heartland of premium lagers,” he said.

“Coopers European Lager captures the style of the finest quality lagers exported from northern Europe and is best served chilled in a tall, narrow glass with a generous head of 5cm or so which enables the herbaceous hop aroma and crisp finish to be best appreciated.”

Mr Harris said the new flavour was the latest in the popular International Series, along with Australian Pale Ale, Canadian Blonde and Mexican Cerveza.


07 November, 2007