E-Malt.com News article: Australia: Coopers Brewery to release a special beer can for World Police & Fire Games

Coopers Brewery is going to release a special beer can for the 2007 World Police and Fire Games to be held in Adelaide in March, according to company’s press release of January 15.

The specially designed cans of Coopers Premium Lager will include the official World Police and Fire Games logo and will go on sale at liquor outlets in South Australia and interstate in coming days. They will also be available at special outlets to be set up during the Games, from March 16-25.

Coopers is the major sponsor for the event, which is expected to attract around 10,000 competitors from as many as 60 countries around the world. Coopers Chairman and Marketing Director, Mr. Glenn Cooper, said the commemorative cans were expected to attract a lot of attention from competitors and supporters. “In previous World Police and Fire Games held overseas, commemorative cans were snapped up and taken home by competitors from around the world,” he said. “We are expecting a similar response in Adelaide, which means there will be a lot of Coopers going overseas once the Games have finished.”

Mr. Cooper said an initial run of 100,000 cartons had been produced and these were now being distributed to liquor outlets across South Australia and interstate to help promote the Games. “In the past, Coopers has brought out small numbers of commemorative cans for special events, but this is the largest single run of commemorative cans we have produced,” he said. “The World Police and Fire Games is an enormous event that will have a huge impact on Adelaide. “It is one of the world’s top sporting events in terms of competitors and will help put Adelaide firmly on the map.”

The World Police and Fire Games is open to police, fire, customs and correctional services workers from around the world.


17 January, 2007