Last year, Coopers turned 150. This year its website has been reborn. And so, therefore, has its brand personality. It’s clubby, friendly, local and useful.
The strikingly different website was designed by Melbourne digital agency, Citrus. It has an eclectic clubhouse mien with its crumbling walls and bric-a-brac. Everything you see – the framed photos from every era, 60s television, globe atlas, Coopers hat on hatpeg…even the pot plant on a shelf – is interactive. The pot plant , for example, takes you to the Coopers family tree, the television to DIY videos…
Coopers digital hub is a fun place to hang out. Let’s assume this 151 year old brewery is aiming to befriend Gen Y. A poster links to the Coopers’ Club, whose member benefits include features that allow people to start their own virtual brewery and place it on a map, record their own recipes and share with fellow brewers, a label maker, as well as other brewing tools to help brew the perfect beer. The globe links to the Beer Finder, for when you want to have a Coopers – now.
Coopers national marketing director, Cam Pearce, said, “Coopers is a longstanding family company, with a rich heritage and an established portfolio of quality products. As such, it’s imperative we continue to explore and embrace new ways of communicating with our dedicated supporters, particularly today’s generation of beer drinkers.
“Our new website has really evolved to the next level and is a credit to everyone involved.The result is an innovative and visually-stunning digital realm where beer lovers can effectively engage with Coopers. We are very pleased with the outcome of the new website and it’s refreshing to receive such positive feedback in these initial stages.
“Coopers is committed to finding new and exciting ways to continue connecting with our audiences, in Australia and across the world.”
Coopers has a fascinating history. It has seen and survived ‘it all’, including two World Wars, The Great Depression and a couple of more recent global meltdowns. It’s now fighting the war against alternatives to beer drinking.
Here are some markers:
1862: Thomas Cooper began the brewery at his home in the Adelaide suburb of Norwood. He brewed his first recorded batch on 13 May 1862.
1962: Times were tough and only two South Australian breweries remained – SA Brewing and Coopers. Each bought 25% of the other’s shares
1968: After 105 years of only brewing ale and stout, Gold Crown, Coopers first Lager, was launched.
1993-1995: SA Brewing Holdings had diversified into manufacturing and wine, and split into Southcorp, Southcorp Wines, and SA Brewing. SA Brewing was acquired by Lion Nathan in 1993. After two years of negotiations, The Cooper family became sole owners of their company in 1995.
2005: Lion Nathan made an unsolicited takeover bid for Coopers. 93.4% of the shareholders voted in favour of permanently removing the 3rd tier purchasing rights of Lion Nathan, effectively preventing any current or future takeover bid.
2011: Coopers became the largest Australian-owned brewery. With Lion Nathan wholly owned by Kirin Brewing Company since 2009, and Fosters owned by SABMiller since 2011, Coopers is the only wholly Australian-owned major brewery.
2012: Coopers celebrated its 150th anniversary.
