Coopers Brewery has enrolled Cowan Australia to update the design of its Vintage Ale packaging to reflect the brewery’s new brand ahead of the seasonal ale’s 2023 release.
Each year, the Coopers brewing team creates a limited-edition craft style beer, with this year’s using an American hop called Talus. Coopers says the new packaging features elements that befit Vintage Ale’s position in the premium craft category.
Released in the lead up to Father’s Day, Coopers 2023 Vintage Ale will be available in liquor outlets from late July in 355mL bottles from Orora glass, with labels produced by Labelmakers, in 6-pack clusters produced by Westrock and 24-pack cartons produced by Opal, as well as on tap at selected venues.
Cowan Australia’s creative director, Dale Watkins, told PKN that the team was briefed by the brewery to come up with a design that reflected “a celebration of the craft heritage and dedication of Coopers”, adding that the design needed to “clearly represent the product position and elevated offering of this much anticipated beer”.
“We looked at the detail areas to strategically improve ensuring our craft matched that of the product itself. Thomas Cooper, proudly adorning the centre roundel was given a refreshed illustrated treatment, and now just like the beer, is designed to age well,” he explained, concluding it was a “pleasure and an honour” to work on such a project.
Coopers managing director and chief brewer, Tim Cooper, said the 2023 Vintage Ale continues the brewery’s tradition of producing annual seasonal releases. “Australian drinkers have a real thirst for seasonal brews, and we expect loyal Coopers drinkers will be exceptionally pleased with this year’s Vintage Ale release,” Cooper said.
“A rich, balanced and full-bodied ale, the 2023 Vintage drinks well immediately, and if stored under cellar conditions will evolve and develop to become more complex over time.
“As with every Coopers Vintage release, only a limited number of kegs and cartons are available so drinkers should get in early to ensure they don’t miss out.”
Coopers 2023 Vintage Ale is the 23rd in a series of Vintage Ales that commenced in 1998.
