Coopers wins the Carlsberg licence

Although it had been rumoured for months, it was only announced in early May 2012 that as of 1 July 2012 Coopers Brewery and its distribution arm, Premium Beverages, will brew and distribute Carlsberg beer in Australia.

The brand had previously been with Foster’s.

Coopers will produce bottled and draught Carlsberg beer at its Regency Park brewery in Adelaide, with sales and distribution to be undertaken by Coopers’ subsidiary, Premium Beverages. Currently, around 500,000 cartons and 6,500 kegs of Carlsberg are sold in Australia annually, the companies said in a joint statement.

Apart from the Carlsberg brand, the French brand Kronenbourg 1664 will also be distributed by Coopers and Premium Beverages. Part of Carlsberg’s portfolio since 2008, Kronenbourg 1664 is a premium lager which is relatively unknown in Australia.

“This represents nine years of patient endeavour. Having always wanted Carlsberg as part of our brewing portfolio of products, I have been a regular visitor to Carlsberg to discuss potential brewing and distribution opportunities,” Dr Tim Cooper, Managing Director of Coopers said.

Dr Cooper said Coopers had an existing relationship with Carlsberg since 2000, brewing their ultra low alcohol beer Birell, under a Swiss licence inherited by Carlsberg.

The partnership with Carlsberg follows Coopers’ success last year in winning the rights to contract brew one of Japan’s best known beers, Sapporo.