Coopers Brewery has appointed The Royals as its Masterbrand agency as masterbrand strategy and creative partner following a competitive pitch across Australia.

The appointment covers its well-known beers Coopers Original Pale Ale, Coopers Sparkling Ale, Coopers Mild Ale and Coopers XPA. Coopers, which was founded by Thomas Cooper in 1862

Is the world’s largest producer of home-brew, a sixth-generation family-owned business and Australia’s largest locally-owned brewery.

Cam Pearce, director of marketing & innovation at Coopers Brewery, stated, “After a comprehensive process evaluating outstanding pitches from a number of agencies around Australia, we are delighted to appoint The Royals to help us drive Coopers forward as we welcome and engage new drinkers into our family brand and continue to delight our existing fans.”

The Royals managing partner, Dan Beaumont, added, “We are inheriting an iconic Australian brand with an enormous amount of goodwill in the market. We are honoured to be entrusted with creatively steering this next phase of growth and we’ll be bringing the full strength of our strategic and creative expertise to Coopers to help them hit the right mark for drinkers, particularly in this environment.”