Coopers has launched its ‘Local, Everywhere’ campaign, aiming to cement itself as the ‘local beer of Australia’, featuring more than 1200 augmented reality 50ft Big Ales appearing at some of Australia’s best-known locations.
Research commissioned by Coopers found 70 per cent of Australian beer drinkers were actively seeking out locally brewed and owned beers, with six in ten Australians describing ‘local’ beers as those owned, made and operated in Australia.
The research examined the preferences of beer-drinking Australians, showing six in ten preferred spending on Australian-made and owned beer brands when buying beer in a pub, bar, club or restaurant; whilst one in ten said they were likely to choose internationally owned alternatives on these occasions.
When asked what constituted a local brew, 36 per cent were looking for ‘a family brewed and owned beer’ such as Coopers, whilst three in ten Aussie beer drinkers see local beers as those brands which support their local communities.
Following its market research, Coopers has launched its ‘Local, Everywhere’ campaign, featuring more than 1200 augmented reality activated 50ft Big Ales, because nothing says ‘local’ in Australia like a Big Thing.
The Coopers Big Ales will be popping up at some of Australia’s best-known monuments, Big Things, pubs and tourist hotspots including Coopers Brewery itself, Bondi Beach, the Big Potato and Byron Bay Lighthouse in NSW; Kangaroo Island in SA; Airlie Beach and the Big Red Elephant in QLD; Rottnest Island, Cottesloe Beach and Kings Park in WA; Luna Park, Albert Park Lake and the Giant Koala in VIC, and Mount Wellington in Tasmania.
Coopers’ says its strategy of ‘being local everywhere’ echoes what Aussie beer drinkers want.
Australian made and owned beer brands were shown to be in demand amongst beer consumers with almost a third of those asked wanting to see more Australian beer brands in the market.
The research also found Australian made and owned beers tend to drive loyalty, with 40 per cent more likely to repeatedly purchase a local beer, and 41 per cent more likely to stay loyal to one.
In a timely finding for Coopers, alcohol tourism was also shown to play a large role in purchasing decisions, with one in five more likely to buy from a beer brand where they have visited the brewery.
Construction is underway on Coopers’ $50 million visitor centre, microbrewery and whisky distillery at its home in Regency Park, South Australia.
The Coopers ‘Local Everywhere’ AR Big Ales will be live on 20 November in more than 1200 destinations across the country.