Coopers has employed a team of “beer ambassadors” to spread the word about beer and brewing practices.
Cam Pearce, Coopers' national sales and marketing director, said many consumers and retailers were curious about the company's unique ales and the story behind the brewery.
“The job of the ambassadors is to answer questions, inspire people to try our beers and explain the best way the beers can be presented for maximum enjoyment,” Pearce said.
“Our ambassadors can suggest which of our beers works best with certain foods, discuss the characteristics of different beer styles and recommend different beers for special occasions.”
So far, Coopers and its distribution company Premium Beverages have appointed three ambassadors.
Adrian Clark is the Coopers’ beer ambassador and is a former member of Coopers’ sponsorship and events team.
Miro Bellini is a former beer sommelier and is also the ambassador for Brooklyn Brewery, whose beers are distributed in Australia by Coopers and Premium Beverages.
Shinichiro Shimo is the beer ambassador for Sapporo and is working closely with Australia’s Asian restaurants. Sapporo is brewed in Australia by Coopers.
Clark said interstate markets were still discovering Coopers beers and his work was about sharing Coopers’ unique story and products with consumers and the trade.
Bellini said the increasing number of imported beers entering Australia and the emergence of the craft beer sector meant that beer drinkers today were more discerning and knowledgeable than before.
“Beer is following the path already taken by a number of other products, such as coffee, olive oil, breads and even milk,” he said.
“Today bar staff are asked to explain the difference between American and Australian Pale Ales and talk to consumers about beer styles, which foods they complement and the best way to serve them."
One of Shinichiro Shimo's tasks has been to explaining the correct way to pour Sapporo to maximise customers’ enjoyment.
“The difference between an Australian beer, such as Coopers Original Pale Ale and Sapporo is that Pale Ale doesn’t need as big a head,” he said.
“Lagers such as Sapporo need a bigger head on the glass to prevent oxidisation. Customers sometimes say they have paid for beer, not head, but the head is additional.”
