Premium Beverages

As part of the contract, Premium Beverages will also distribute Kronenbourg beer, which is owned by Carlsberg. The arrangement will take effect from July 1 this year and comes as Coopers is celebrating its 150th anniversary as well as its new found status as the largest Australian owned brewer. Coopers will produce bottled and draught Carlsberg bee... r at its Regency Park brewery in Adelaide, with sales and distribution to be undertaken by Coopers' subsidiary, Premium Beverages. Carlsberg Elephant beer will continue to be imported. Currently, over 500,000 cartons and 6500 kegs of Carlsberg are sold in Australia annually. Dr Cooper said the partnership was a highly satisfying outcome. "This represents nine years of patient endeavour. I have always wanted Carlsberg as part of our brewing portfolio of products, having been a regular visitor to Carlsberg to discuss opportunities," he 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. Mr Rosendal said the choice of Coopers had been a natural extension of a longstanding relationship between Coopers and Carlsberg. "We see the absolute commitment to quality at Coopers Brewery and the proven ability with Premium Beverages for growing premium brands as a great fit for the Carlsberg brand in Australia," he said. Carlsberg beer is a premium pilsner with 4.8% abv. It is one of the fastest growing global beers with enviable brand recognition and consumer loyalty. Mr Siney said the agreement would provide a substantial boost to the portfolio of beers distributed by Premium Beverages, which already includes Mythos, a well-known Greek brand owned by Carlsberg. "We believe that the Carlsberg brand can be developed further and we will be looking to expand its reach in coming years," he said. The partnership with Carlsberg follows Coopers' success last year in winning the rights to contract brew one of Japan's best known beers, Sapporo. Carlsberg was founded ...Read More