Coopers rebrands Session Ale as Pacific Pale Ale - Inside FMCG

Coopers rebrands Session Ale as Pacific Pale Ale

Coopers’ new summer brew.

Coopers Brewery is rebranding its Session Ale as Pacific Pale Ale ahead of summer, with the brew headed to shelves nationwide late this month. 

Coopers marketing and innovation director, Cam Pearce, said the company wanted the beer to look more distinguishable to consumers seeking a summer-style brew.

“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,” he said.

“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.”

The new beer will be launched with a digital campaign featuring singer/songwriter Angus Stone and his character Dope Lemon supporting the release of his third album.

Pacific Pale Ale is brewed using Galaxy and Melba hop varieties that produce a fruity, easy- drinking summer style beer, with a golden straw colour and an alcohol level of 4.2 per cent.

It will be sold in cans in six packs and cartons, on premises and in liquor stores. 

Pacific Pale Ale will be sold in six packs and cartons.


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