Adelaide’s iconic family brewery, Coopers, has recently launched its newest creation, Coopers Zero, marking a significant shift in response to the growing demand for non-alcoholic beverages among young Australian consumers. This innovative offering comes in a sleek 375 ml silver can and is meticulously crafted using Coopers Pale Malt, Crystal Malt, and Malted Wheat, resulting in a beer with a mere 49 calories, a smooth texture, and a delicate hop aroma.
Managing director Michael Shearer emphasized the brewery’s unwavering commitment to maintaining the renowned quality and flavor associated with Coopers beers. He described Coopers Zero as a refreshing and easy-to-drink option with moderate bitterness, designed to cater to various drinking occasions. The meticulous process involved in creating this non-alcoholic beer, including the use of a special yeast and a fully natural fermentation process to eliminate alcohol, contributed to the beer’s delayed release, according to brewing products manager Scott Harris.
Coopers Zero represents the latest addition to the brewery’s expanding portfolio, following the successful launch of Coopers Australian Lager in 2023. It joins the ranks as the third no or low-alcohol beer in the Coopers lineup, responding to the surging demand for non-alcoholic beverages, particularly among Australians aged 18 to 44. Market research conducted by Coopers revealed that younger generations, including millennials and Gen Z, are increasingly gravitating towards NoLo beverages, driven by a desire for healthier alternatives and a more balanced lifestyle.
Shearer attributed this shift in consumer preferences to reduced stigma surrounding alcohol-free options and enhanced education efforts targeting young individuals. He noted that the evolving trend towards NoLo beverages reflects a broader cultural shift towards health-conscious choices among Australians, encapsulating a desire for a more balanced approach to enjoying life.
Coopers Zero is now available for purchase in 374 ml cans at various retail outlets, including Dan Murphy’s stores, independent supermarkets, and select bottle shops. This strategic move aligns with Coopers’ commitment to meeting evolving consumer needs and staying ahead of industry trends, positioning the brewery as a key player in the burgeoning NoLo beer category.
The introduction of Coopers Zero underscores the brewery’s dedication to innovation and adaptability in response to changing consumer preferences. By embracing the growing demand for non-alcoholic alternatives, Coopers continues to solidify its position as a leading player in the Australian beer market, catering to a diverse range of tastes and preferences among discerning consumers.
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