Coopers will release its new XPA (extra pale ale) in cans following a successful run in kegs.
The beer was launched at the Great Australian Beer Spectacular (GABS) in May this year, and became available to pubs in June.
The strong response from consumers has spurred the brewery to release it in packaged form for the first time – but there are no plans to extend it to bottles, said Cam Pearce, marketing and innovation director at Coopers.
“The decision to only release XPA in cans reflects increasing consumer preference for this form of container.
“Coopers already offers Coopers Original Pale Ale, Session Ale and Mild Ale in cans, along with its lager beers Coopers Premium Lager and Coopers Premium Light,” he said.
The first shipments of the purple Coopers XPA cans will leave the Regency Park brewery early next month, and Coopers is considering further expansions to its canned beer range.
