Australia: Carlsberg and Coopers Brewing to launch jointly new Carlsberg Mid 3.5% beer

Australia will be one of the first markets globally to see the launch of the new Carlsberg Mid 3.5% beer, with Coopers Brewing adding the beer to its international portfolio, The Shout reported on February 12.

The new beer has been in development for six months and Carlsberg has worked closely with Coopers, who will be brewing the beer at its Regency Park headquarters in South Australia.

Birgitte Funch, Carlsberg’s master brewer said: “Carlsberg Mid 3.5 per cent is light, easy drinking and refreshing. The all malt recipe and Carlsberg yeast strain give a balance between body and flavour, even with a lower alcohol making Carlsberg mid-strength the ideal choice.”

The beer will be distributed by Premium Beverages and Coopers’ national sales and marketing director Cam Pearce said the beer will be available nationally from March.

“Sales of Mild Ale 3.5% grew by 13.7 per cent during 2015 to become Coopers’ third-largest product by volume,” Pearce said.

“We believe the category will continue to grow and we were looking for a mid-strength lager to round out our offering. Following discussions with Carlsberg, agreement was reached to brew and distribute Carlsberg Mid 3.5%.”

Carlsberg country manager Australia, Jacob Anderson, added: “We are excited to be launching Carlsberg Mid 3.5% together with Premium Beverages and are sure that it will be successful in growing the premium mid-strength category in Australia.”

The beer will be available in 330ml bottles nationally from March.

12 February, 2016