New Carlsberg distributor confirmed

09 May, 2012 by

By James Atkinson

Carlsberg Breweries has revealed the identity of its new Australian distributor, with the Danish company set to part ways with Foster's at the end of next month.

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As tipped by TheShout on March 23, Coopers Brewery and its distribution arm, Premium Beverages, have signed a contract to brew and distribute Carlsberg beer in Australia effective from July 1 this year.

Coopers, which has also been linked with Mexican beer brands in recent weeks, will produce bottled and draught Carlsberg beer at its Regency Park brewery in Adelaide.

Coopers will manage sales and distribution locally and in the Northern Territory, with sales and distribution elsewhere to be undertaken by its subsidiary, Premium Beverages.

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

In addition to the Carlsberg brand, the French brand Kronenbourg 1664 will also be distributed by Coopers and Premium Beverages.

Coopers managing director Dr Tim Cooper said the partnership was a highly satisfying outcome.

"This represents nine years of patient endeavour. 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.

Cooper said Coopers has had an existing relationship with Carlsberg since 2000, brewing its ultra low alcohol beer Birell.

Premium Beverages managing director Bruce Siney said the agreement would provide a substantial boost to the portfolio of beers distributed by Premium Beverages, which already includes Mythos, a Greek brand also 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.