Coopers Brewery is rebranding its Session Ale to Pacific Pale Ale in time for summer. Its new name and new look will make it more distinguishable to consumers seeking a summer-style beer, Coopers said.
Coopers marketing and innovation director Cam Pearce said: “It’s still the same great tasting beer in a blue can but with a new name that we feel better reflects its position in the growing craft beer category,”
Pearce said the perception of a session ale has changed since Coopers launched its version in 2017. “It has evolved to now be more reflective of a mid-strength beer while Pacific has become identifiable with a style reflecting refreshment, flavour and fruitiness. To better align with its character and reflect its refreshing, tropical flavour profile, we’ve changed the name to Pacific Pale Ale.”
Pacific Pale Ale is a naturally conditioned ale with tropical fruit notes and an aromatic hop character. It is brewed using Galaxy and Melba hop varieties that produce a fruity, easy- drinking summer style beer, with a golden straw colour and an alcohol level of 4.2 per cent.Pacific Pale Ale will be sold in can format in six packs and cartons from all good bottle shops and available on tap at your favourite local.
Coopers have teamed up with singer/songwriter Angus Stone and his solo project Dope Lemon to promote the beer.
