Coopers Brewery is renaming its Session Ale to Pacific Pale Ale as it looks to tap into help consumers identify its summer-style beer.

The beer will stay in the Session Ale’s blue can, with the rebranded Pacific Pale Ale cans available nationally from late October.

“It’s still the same great tasting beer in a blue can but with a new name that we feel better reflects its position in the growing craft beer category,” said Coopers Marketing and Innovation Director, Cam Pearce.

“We launched Session Ale in late 2017 and it quickly established itself as a popular drink among craft beer enthusiasts. Since then the perception of the overall Session Ale category has evolved to now be more reflective of a mid-strength beer while Pacific has become identifiable with a style reflecting refreshment, flavour and fruitiness.

“So to better align with its category and reflect its refreshing, tropical flavour profile, we’ve changed the name to Pacific Pale Ale.”

Pacific Pale Ale is a naturally conditioned ale with tropical fruit notes and an aromatic hop character, brewed using Galaxy and Melba hop varieties with 4.2 per cent ABV.

As part of its national promotional campaign, Coopers has teamed up with renowned Australian singer/songwriter Angus Stone as a Pacific Pale Ale brand collaborator.

“I am so stoked to be partnering with an iconic Australian brand like Coopers. There’s a big-time love for kicking back in the bay on a warm summer’s afternoon drinking a great beer and I couldn’t think of a better one than Coopers Pacific Pale Ale,” said Stone.

Pacific Pale Ale will be sold in can format in six packs and cartons from all good bottleshops and will also be available on tap.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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