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Monday 26 October 2020

Coopers says farewell to Session Ale, Hello to Pacific Pale Ale

Coopers Brewery is tapping into Australia's love affair with the sun, surf and music by releasing
 Pacific Pale Ale in time for summer.

The launch will see the Australian family-owned brewery’s existing Session Ale renamed as Pacific Pale Ale with the new branded cans to be available nationally from late October.

As part of its national promotional campaign, Coopers has teamed up with renowned Australian singer/songwriter Angus Stone. 

With a striking blue label, Coopers Pacific Pale Ale is styled as "a fresh, sessionable and fruity ale with a distinct dry hop character and mild bitterness".

“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,” said Coopers marketing and innovation director Cam Pearce.

“We launched Session Ale in late 2017 and it quickly established itself as a popular drink among craft beer enthusiasts. 

"Since then the perception of the overall Session Ale category 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.

“So to better align with its category and reflect its refreshing, tropical flavour profile, we’ve changed the name to Pacific Pale Ale.”

Pacific Pale Ale will be sold in can format in six packs and cartons from all good bottle shops and will also be available on tap.

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