Australia: Coopers Brewery secures exclusive distribution rights for Japan’s Yebisu Premium Beer

Coopers Brewery has secured exclusive distribution rights for Yebisu Premium Beer, a prestigious Japanese beer with over 130 years of heritage, The Shout reported on November 19.

Yebisu, pronounced ‘Ebis’ in English, is brewed adhering to the Reinheitsgebot, Bavarian Purity Law, the 500-year law that stipulates only three ingredients can be used to brew the finest German beer; water, malt and hops.

Yeast is the fourth ingredient that is now allowed, but it’s not listed in the original law because yeast’s role in the fermentation process had not yet been discovered at the time that it was written.

Yebisu Brand Manager with Coopers Brewery, Mr Chris Levey, said Japanese beer continues to premiumise the beer category and grow in popularity with Australian drinkers.

“Yebisu is a symbol of Japan’s unwavering commitment to quality and craft, meeting the intersection of Australian drinkers’ desire for exploration and discovery and their attraction to true originals and authenticity.

“We expect the introduction of Yebisu will drive further interest in the Japanese beer segment, appealing to a broad range of discerning beer drinkers seeking discovery, quality and authenticity, and a richer, more rewarding flavour experience.”

Coopers is also distributor for leading Japanese brand, Sapporo Premium Beer, which continues to resonate well with Australian drinkers, achieving double digit volume growth in the 12 months to August 2021.

Yebisu is now available from all First Choice Liquor stores and selected Liquorland and Vintage Cellars outlets nationally and will be available from independent retailers and on-premise locations from early December.

19 November, 2021