Iconic Aussie Beer Brand Coopers Taps The Royals as Masterbrand Agency

Iconic Australian beer brand Coopers has appointed independent agency The Royals as its masterbrand strategy and creative partner. The appointment follows a competitive pitch across Australia.

Founded by Thomas Cooper in 1862, Coopers Brewery’s well-known beers include Coopers Original Pale Ale, Coopers Sparkling Ale, Coopers Mild Ale and Coopers XPA.

It’s also the world’s largest producer of home-brew.

A sixth-generation family owned business and Australia’s largest locally owned brewery, Coopers joins The Royals’ expanding client portfolio.

Cam Pearce director of marketing and innovation said: “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 good will 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.”

The first Coopers campaign from The Royals will hit the market in coming months.