Carlsberg Partners with Coopers and Premium Beverages

Coopers Brewery and its distribution arm Premium Beverages have won the rights to contract brew and distribute Carlsberg beer in Australia.

A partnership between Coopers and Carlsberg Breweries A/S was announced today by Coopers' Managing Director, Dr Tim Cooper, the Managing Director of Premium Beverages, Mr Bruce Siney, and the Regional Manager for Carlsberg, Mr Anders Rosendal.

As part of the contract, Premium Beverages will also distribute Kronenbourg beer, which is owned by Carlsberg.

The arrangement will take effect from July 1 this year and comes as Coopers is celebrating its 150th anniversary as well as its new found status as the largest Australian owned brewer.

Coopers will produce bottled and draught Carlsberg beer at its Regency Park brewery in Adelaide, with sales and distribution to be undertaken by Coopers' subsidiary, Premium Beverages.

Carlsberg Elephant beer will continue to be imported.

Currently, over 500,000 cartons and 6500 kegs of Carlsberg are sold in Australia annually.

Dr Cooper said the partnership was a highly satisfying outcome.

"This represents nine years of patient endeavour. I have always wanted Carlsberg as part of our brewing portfolio of products, having been a regular visitor to Carlsberg to discuss opportunities," he said.

Dr Cooper said Coopers had an existing relationship with Carlsberg since 2000, brewing their ultra low alcohol beer Birell under a Swiss licence inherited by Carlsberg.

Mr Rosendal said the choice of Coopers had been a natural extension of a longstanding relationship between Coopers and Carlsberg.

"We see the absolute commitment to quality at Coopers Brewery and the proven ability with Premium Beverages for growing premium brands as a great fit for the Carlsberg brand in Australia," he said.

Carlsberg beer is a premium pilsner with 4.8% abv. It is one of the fastest growing global beers with enviable brand recognition and consumer loyalty.

Mr Siney said the agreement would provide a substantial boost to the portfolio of beers distributed by Premium Beverages, which already includes Mythos, a well-known Greek brand owned by Carlsberg.

"We believe that the Carlsberg brand can be developed further and we will be looking to expand its reach in coming years," he said.

The partnership with Carlsberg follows Coopers' success last year in winning the rights to contract brew one of Japan's best known beers, Sapporo.

Carlsberg was founded in 1847 and is based in Copenhagen, Denmark. It is owned by 20,000 institutional and private investors and is listed on the Copenhagen Stock Exchange.

Carlsberg is one of the leading brewing groups in the world, with a large portfolio of beer and soft drinks brands. Its flagship brand – Carlsberg – is one of the fastest-growing and best-known beer brands in the world. More than 45,000 people work for Carlsberg at 92 local production sites in 48 countries, and its products are sold in more than 150 markets.

For further information or to arrange an interview please contact:

Peter Haynes
Public Relations Consultant, Corporate Conversation
Ph: 08 8224 3535

Jens Bekke
Media Relations, Carlsberg
Ph: +45 33 27 14 12

Ben Morton
Media Relations, Carlsberg
Ph: +45 3327 1417