E-Malt.com News article: Australia: Coopers to brew Carlsberg locally, import and distribute Kronenbourg beer

Brewing giant Foster's has lost the contract to produce Carlsberg and Kronenbourg beer to smaller South Australian rival Coopers, the latest in a string of brands to desert the company following its takeover by British-based SABMiller last year, The Australian reported on May, 9.

The move brings to five the number of third-party brands lost by Foster's since the SABMiller takeover, with market-leading import Corona and Stella Artois having already jumped ship to arch-rival Lion.

Like the earlier departures, the SABMiller deal is understood to have allowed Danish brewer Carlsberg to use "change of control" provisions under its contract with Foster's to move the Carlsberg and Kronenbourg brands, both of which it owns.

The shift leaves Foster's with only one third-party beer, the Pernod Ricard-owned Guinness.

It also confirms the loss of Foster's title as Australia's largest brewer - a crown worn by Lion since it won the Corona contract from Mexican parent company Grupo Modelo in March.

Coopers said it would produce and distribute Carlsberg from July, as the privately held company prepares to celebrate 150 years of operations and its new-found status as Australia's largest locally owned brewer.

Coopers said about 500,000 cartons and 6500 kegs of Carlsberg are sold in Australia annually.

Kronenbourg will be distributed by Coopers and its distribution subsidiary Premium Beverages, but will be imported rather than brewed locally. Managing director Tim Cooper said he had been working for nine years to win the Carlsberg contract.

"Having always wanted Carlsberg as part of our brewing portfolio of products, I have been a regular visitor to Carlsberg to discuss potential brewing and distribution opportunities," he said.

Dr Cooper said Coopers had an existing relationship with Carlsberg since 2000, brewing its ultra-low alcohol beer Birell, and distributing Carlsberg's Greek beer brand Mythos.


09 May, 2012