By Andrew Starke
Coopers Brewery appears to have defied the general trend towards sluggish beer sales this summer with Cooper Clear boasting strong sales as it celebrates its first year in the market.
The brand extension has announced itself as a significant player in the low carbohydrate (low carb) Australian beer market with December 2010 sales figures showing over 66,000 cases sold in one month.
Coopers Clear entered the low cab market in January 2010, taking on established brands like Pure Blonde, Carlton Dry and Hahn Super Dry.
The brewer says Coopers Clear has secured a strong share of the category, with sales being particularly strong in its home state of South Australia.
“We have found that the low carb market is a completely different and individual category, separate from the traditional standard and premium beer classifications,” said Coopers Brewery executive chairman Glenn Cooper.
“Overall, 2009-10 was a record breaking year for Coopers Brewery, with beer sales reaching 62 million litres with Clear a significant contributor to this record volume.”
According to Glenn Cooper (pictured), both trade and consumers have embraced Coopers Clear, with consumers showing brand loyalty in states outside of South Australia.
He credited Premium Beverages, Coopers' national distributor, as playing a major role by driving higher sales through strategic distribution interstate.
To celebrate Clear's one year anniversary the brewery launched the Coopers Clear Cut iPhone application and on-pack promotion that takes advantage of AR 3D Technology.
Coopers claims to be the first brewery in Australia to utilise the augmented reality technology with a nationwide promotion using diamonds as prizes.