E-Malt.com News article: 2831

UK: Coopers Brewery announced on June 24, 2004 it expects to almost double beer sales to the United Kingdom this year as the benefits of new distribution arrangements begin to bite. Coopers Chairman and Marketing Director, Mr Glenn Cooper, said a shipment of 14,000 cases of beer, mainly Coopers Sparkling Ale, had recently arrived in England for distribution through the popular Sunday Times Wine Club.

The Wine Club, which home delivers beer and wine to subscribers, is featuring Australian beverages in its June-July catalogue. Mr Cooper said the Sunday Times Wine Club orders and other changes to distribution arrangements were expected to result in beer sales in the United Kingdom this year reaching about 30,000 cases this year, almost double last year’s figure.

“We have been exporting Sparkling Ale to the UK for a number of years and have developed a loyal clientele,” Mr Cooper said. “However, distribution has generally only been through specialist outlets, which has restricted growth opportunities. “Selling through wine clubs and having the beer home delivered overcomes many of these distribution difficulties and enables our product to be enjoyed by an increased number of drinkers. “In Australia, Coopers is known as the winemakers beer and this connection is now being made in the UK through this distribution arrangement.”

Mr Cooper said sales growth in the United States has been doubling every year for the past four years and it was expected similar growth rates would be achieved in the United Kingdom as the improved distribution arrangements came into effect.

While Coopers mainly exports Sparkling Ale and Stout to the UK, there has been a gradual increase in demand for Pale Ale as the product has become better known.


25 June, 2004