Coopers launches Extra Pale Ale to tempt growing craft beer market
The largest Australian-owned brewery Coopers is taking inspiration from across the water, with the addition of an Extra Pale Ale (XPA) to its portfolio of naturally conditioned beers.
Coopers XPA, which is made from American hops and Australian malt, was launched on Friday at the Great Australasian Beer Spectapular (GABS) event in Melbourne, where it was made available to the public for the first time.
Coopers XPA kegs are currently being rolled out to hotels across Australia.
“XPA is a beer style that sits somewhere between an American Pale Ale and India Pale Ale,” Coopers marketing and innovation director Cam Pearce said in a statement.
“Our XPA is all about highlighting the citrus character of the American hops and balancing this with our malt to create a smooth and very drinkable hoppy beer.
Coopers has faced increasing competition from the growing craft beer industry and last year suffered its first drop in annual beer sales in 24 years.
Coopers brewers combined Simcoe and Lemondrop hops to provide bright citrus undertones with aromas of grapefruit, lemon and a hint of mandarin. The XPA has an ABV of 5.2 per cent and 37 international bitterness units (IBU).
It is naturally conditioned and free of preservatives and additives.
Pearce said the XPA is still developing as a category and is enjoying strong growth around the world.
“We believe we have the opportunity to influence how the category progresses in Australia by providing a high quality example of this style of beer with high drinkability,” Pearce added.