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Coopers’ plans to become a national brand

SA Brewer Coopers has its sights set on NSW as its largest domestic market, as sales in the state topped its Southern Australian hometown for the first time this January.

Despite the result not repeating throughout February, March or April, chairman Glenn Cooper believes that NSW will quickly overtake sales in SA on a regular basis.

Currently, SA accounts for 29 percent of national sales with NSW close behind at 26 percent.

Cooper believes that the gap between the states is closing quickly.

“January was the first month that more Coopers beer was sold in NSW than SA (2m litres verses 1.6m litres), but we don’t think it will be long before this becomes common place,” he said.                                                                                    

"Sales in NSW have been increasing at double digit or close to double digit rates for the past 10 years and are continuing to grow strongly.”

Cooper said that four of the five biggest Coopers-selling outlets in the country are in NSW and this reflects the brand’s intention to rise up from a South Australian beer maker to a national name.

“Demand for our products is continuing to grow as we get our taps into more hotels and clubs,” he said.

Cooper said that throughout the brewery’s 150 year history, SA had remained Coopers’ largest market, representing 30.5 percent of total sales, a figure which is decreasing as interstate sales rise.

“We view this development very positively. It means that Australians are increasingly adopting Coopers, which is the largest Australian-owned and family-owned brewer.”

During the 2012 calendar year, the largest increases in sales had been achieved in Queensland (up 26.6 percent), Western Australia (25.6 percent), Victoria (17.8 percent) and NSW (8.6 percent) with a total national increase of 9.7 percent.

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