Coopers moves into low-carb beer market

Coopers Clear 1Coopers has entered the low-carb beer market 12 years after it axed what it claims was the first “diet beer” to launch in Australia.

Coopers Clear, which will go head to head with brands including Pure Blonde, Hahn Super Dry and Toohey’s Super Dry, has launched with the tagline “Refreshingly Coopers”.  

Glenn Cooper, Coopers executive chairman, said that it is also planning to compete against brands like Toohey’s Extra Dry and Corona, positioning it “broad-based beer”.

It’s supporting the launch with a national press and outdoor campaign created by KWP, and PR led by Gray Management Group. There is also off and on premise sampling activity.

The latest move comes 12 years after brewer axed its Coopers DB (diet beer) brand.

“We had the first diet beer on the market which was also full strength. It lasted some 30 years but because of full strength beers like Crown and VB, it died down,” Cooper told Mumbrella.

He added that Coopers Clear is a different beer to Coopers DB and claims it also has a fuller flavour than its low-carb competitors.

Last year, the drinks company launched into the premium beer market with Coopers 62.

Ad agency Colman Rasic Carrasco created the You Know Who You Are campaign in support of the new beer brand.

Coopers Clear 2


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