Annual Report

2020

W E A R E F A M I LY
 TO O U R S TA F F

T H A N K YO U A L L F O R YO U R D E D I C AT I O N ,
RESILIENCE AND OPTIMISM.

W E A R E A F A M I LY A N D W I L L C O N T I N U E T O
FACE THE CHALLENGES TOGETHER.
Coopers Annual Report 2020

2
 Coopers Annual Report 2020

CONTENTS

Highlights .......................................................................................................................................... 4

Managing Director & Chairman’s Report ........................................................................... 6

COVID-19 ........................................................................................................................................... 8

Brewers Association Report .................................................................................................. 10

Our People ...................................................................................................................................... 12

Institute of Brewing & Distilling Graduates .................................................................... 16

New Products ................................................................................................................................ 18

Stout Revival .................................................................................................................................. 23

Awards .............................................................................................................................................. 24

Marketing ......................................................................................................................................... 26

Sponsorships ................................................................................................................................. 30

Partner Brands .............................................................................................................................. 32

Brewing Products ........................................................................................................................ 34

Non-Alcoholic Beers .................................................................................................................. 35

Malt Extract .................................................................................................................................... 35

Morgan’s Brewing ....................................................................................................................... 36

Mr Beer ............................................................................................................................................. 37

Maltings ............................................................................................................................................ 38

Capital Investment ...................................................................................................................... 39

Vale ..................................................................................................................................................... 40

Shareholding ................................................................................................................................. 41

Foundation ...................................................................................................................................... 44

Drinkwise ......................................................................................................................................... 46

3
2020 RESILIENCE IN
T H E FAC E O F A
PA N D E M I C
HIGHLIGHTS

PG 8

S E V E N S TA F F O B TA I N
THEIR

IBD DIPLOMAS

PG 16

CANS DRIVE BEER

VOLUME GROWTH OF

3.9%
PG 19
 LIVE, LOUD & LOCAL
C A M PA I G N S E E N B Y

4 .7M PEOPLE

PG 26

DIY BEER
RESURGENCE PG 8

34
PG X X

M A LT E D B A R L E Y
SALES INCREASE BY

44%
PG 38
Coopers Annual Report 2020

2020

MANAGING DIRECTOR
& CHAIRMAN’S REPORT

The 2020 financial year was a period of internal This is an outstanding result, considering two months
resilience at Coopers Brewery in the face of tough of hospitality trade were virtually wiped-out with the
external challenges. shutdown of pubs and licensed venues during the height
of the pandemic.
The COVID-19 pandemic, which has engulfed every
corner of the globe, is continuing to have a significant Our growing portfolio of cans continues to strike a chord
impact on Australia’s hospitality industry. amongst a broader consumer demographic, with XPA,
Session Ale, Original Pale Ale and Sparkling Ale all proving
To have emerged in a strong position thus far from this popular in this packaging format. Coopers Best Extra Stout,
tumultuous period is testament to the high calibre of one of our oldest beers, has also enjoyed a resurgence
the team at Coopers Brewery, our robust systems, and among Australian consumers, with sales hitting historic
our relationships and reputation within the industry. highs for the first time in more than half a century.
The challenge of COVID-19 served to make our Looking across Australia, sales volumes rose in Western
achievements even more noteworthy. Total beer Australia by 13.6%, New South Wales by 5.8%, Queensland
sales, excluding non-alcoholic beers, for the twelve by 4.4%, Victoria by 2.7% and South Australia by 0.4%,
months to 30 June 2020 rose to 79.8 million litres, while Northern Territory experienced a decline of 1.3%.
up 3.9% from the 76.8 million litres recorded in the Due to the impact of COVID-19, the New Zealand
previous year. market declined by 5.1%.

6
 Coopers Annual Report 2020

Consumers appear to be turning toward trusted and In response to key industry and community events
reliable brands, with a preference for locally made being postponed or cancelled, Coopers launched a
products. This bodes well for Coopers, but less so number of initiatives to support hotels and venues over
for international brands. Sales of our partner brand this challenging time. Most prominently, this included
beers fell 2.5% during the financial year. the successful ‘Live, Loud & Local’ campaign featuring
A-list musicians, chefs and celebrities in an interactive,
Malted barley production increased 30%, from 44,307 online series showcasing pub culture at its best.
tonnes last year to 57,941 tonnes this year, as the We also supported our pubs and other customers by
maltings reached full production capacity. Sales now offering a refund for the return of kegs from the trade.
represent over 10% of our revenue, which reflects a In total, almost 13,000 kegs were returned, which
growing demand across Asia for our high-quality malt. generated a great deal of goodwill with our customers.
Retail and online DIY beer sales, which had been in At the same time, strong food producer demand for
decline, experienced a surge in volume during the our malt and a growth in home-brew sales helped to
COVID-19 lockdown and rose 6% from 2,600 tonnes shield us from the industry-wide drop in on-premise
last year to 2,757 tonnes this year. beer volume.
Profit-before-tax for the 2020 financial year was Sales rebounded in May and June, particularly in case
$34.3 million compared with $23.1 million the format, due to growth among national retailers and
previous year. This growth in profit was underpinned customers seeking dependable, value-for-money brands
by increased packaged beer and home-brew sales, in uncertain times. As the financial year drew to a close,
outstanding profitability from Morgan’s Brewing, Coopers’ market share increased and new initiatives
the strong performance of the maltings, and a were being rolled out to further assist venues on the
partial recovery in Mr Beer. Savings were achieved road to recovery.
flowing from the completion of the sponsorship
agreement with Tennis Australia, while expenditure We continued to invest in training and education, with
on marketing and other sponsorships was generally seven employees attaining Diploma qualifications from
limited in the second half of the financial year, given the Institute of Brewing and Distilling. We congratulate all
the level of global economic uncertainty. of the graduates, and particularly note the achievements
of Tim Blight, Project Engineer, who attained the highest
During the year, $20.7 million of debt was paid mark across all three modules, resulting in him winning
down. Fully franked dividends of $12 per share were the JS Ford Award for 2019. In a further milestone, we
paid in the financial year, down from $13 paid last brought the Premium Beverages’ Australian employees
year. This is the first time we have seen a dividend into the Coopers’ fold by transitioning their employment
reduction since 1994 and was a reflection of the at the end of June.
conservative position taken by the Board in a period
of uncertainty. Our philanthropic activities were maintained throughout
the year, with total donations from the Coopers Brewery
The August 2019 release of XPA and Sparkling Ale Foundation now exceeding $5.4 million since inception,
in cans proved an instant hit with consumers while, and 312 charitable projects receiving assistance since
in January, a limited run of Original Pale Ale in 440ml the Foundation made its first allocation in 2007.
cans supported a 66% increase in Pale Ale can sales
for the year. The 2019 Vintage Ale was released and On behalf of the Coopers Board and management, we
received favourable reviews. extend our thanks to all our staff, customers, suppliers
and shareholders for their continuing support and
March saw the first effects of the government- commitment to the company in these unusual times.
imposed social restrictions filter through, and the
market experienced high levels of volatility.
The full extent of the temporary closure of licensed
venues was evident in April, when beer sales
volume dropped almost 50% from the previous year.
For the full year, there was a 24.4% fall in keg sales
as social restrictions kept patrons away from pubs Dr Tim Cooper AM Glenn Cooper AM
across the country. Managing Director Chairman

7
Coopers Annual Report 2020

COVID-19
T H E C O V I D - 1 9 P A N D E M I C H A S L E F T V E R Y F E W U N S C AT H E D .
M A N Y F R I E N D S A N D C O L L E A G U E S I N T H E H O S P I TA L I T Y
I N D U S T R Y H A V E B E E N D E V A S TAT E D B Y T H E C R I S I S .
J O B S H A V E B E E N L O S T A N D B U S I N E S S E S , B U I LT O N Y E A R S
O F D E D I C AT I O N , H A V E B E E N F O R C E D T O C L O S E .

It has been an uncertain journey for Coopers, and The sales and distribution teams worked admirably in the
while the business was not immune from the social collection of kegs from venues and wholesalers, while
and economic challenges presented by COVID-19, simultaneously managing an influx of orders from liquor
the brewery was fortunate to have been able to outlets, which were experiencing a period of ‘panic buying’
trade through the crisis and, most importantly, to through late-March.
have recorded no positive cases of the virus among
As a result of the surge in retail trade, sales volume in
employees during the year.
March was up 32.4% compared to the same time last year
In mid-March, as the situation began to escalate in (before deducting the keg volume returned). Unfortunately,
Australia, the company formed a COVID-19 Response this was not sustained in the following month, and sales
Team, led by General Manager Michael Shearer and volume dropped by almost 50% compared to April 2019.
Legal Affairs & Risk Manager Louise Cooper. Separation Usually, Easter is a key trading period for the company,
and hygiene measures were swiftly put in place to protect but ‘lockdown’, combined with overstocking by the retailers
the company’s workforce. All production employees in March, had a significant impact on sales. The sales team
were separated into teams, additional lunchrooms and ensured that they remained in close contact with their
facilities were accommodated, and ‘air gaps’ were built customers despite not being able to physically attend
into shift changes to prevent teams from crossing paths. their premises.
IT Coordinator Bradley Brazil and OHS & Training
In April, the marketing team engaged with consumers
Coordinator Chris O’Sullivan worked tirelessly to facilitate
and provided further support to the on-premise trade by
administration, sales and marketing employees across
launching ‘Live, Loud & Local’ – a unique, ‘virtual pub’
the country operating safely and effectively from home.
experience. Key venues in each state were selected to
The company is immensely grateful for the dedication
host an evening of music, entertainment and cooking
of all its employees who quickly and willingly moved to
demonstrations, which were streamed live via Facebook.
implement the new protocols.
The campaign was highly successful, and helped Coopers
When the state governments announced the closure of to continue to build brand equity during a quiet sales
the hospitality trade, Coopers made the decision period. The marketing team was successful in turning
to provide refunds to on-premise customers for full around a sizeable campaign in a very short timeframe.
kegs returned to the company. This came at a cost of
Some of the losses in April were offset by a huge increase
over $3 million, but the Executive Leadership Team
in online and retail DIY Beer sales. The Brewing Products
understood the necessity of this step to ensure pubs,
team and Morgan’s Brewing were inundated with online
clubs and restaurants had the best chance of a swift
orders which were up 166% from March to June compared to
recovery when trading recommenced.
the same period last year.

8
 Coopers Annual Report 2020

Premier Steven Marshall welcomes the first delivery of Coopers’ kegs by Darren Donaldson to the Original Coopers Alehouse.

In May and June, a number of hospitality customers In addition to weekly emails from management in
were able to reopen and the company turned its the height of the pandemic, Managing Director Dr
attention to supporting these venues. The sales and Tim Cooper hosted two ‘State of the Nation’ video
marketing teams activated the plans developed by updates. One of these was in the form of an interactive
Coopers’ on-premise recovery team, including the Zoom conference call, which saw over 100 employees
‘Roll On In’ campaign, which supports the trade by tune-in live.
providing bar shouts to consumers within venues
Fortunately, sales volumes stabilised toward the end of
and associated social media publicity. Locally, the
the financial year, with an increase in packaged beer
South Australian Coopers Social Club purchased
volumes compensating for flattened keg sales.
takeaway meal vouchers from key accounts as a
show of support during the lockdown period. While it is difficult to predict future sales, Coopers
Brewery continues to capitalise on its strengths as a
An effort was made to connect staff nationwide via
high quality, good value, locally made product.
technology. Marketing Communications Manager
Lucy Noblet organised for eleven employees from In its proud, 158-year history, Coopers Brewery has
different departments around the country to share successfully faced a number of challenges, including
their lockdown experience via internal YouTube the Great Depression, recessions, two World Wars and
videos. The videos, titled ‘Cooped Up Catch Ups’, a takeover attempt – COVID-19 is just one more.
allowed staff to receive updates from other teams Through all of these, we have succeeded because
despite being physically isolated from each other. we are more than just a company. We are family.

9
Coopers Annual Report 2020

BREWERS
ASSOCI A TION
OF AUSTRALIA
CHALLENGES... AND THEN SOME

The last few months have been challenging for Further, some 15% of jobs across beer, wine and
Australian brewers. distilling manufacturers have been shed, including
more than 2000 brewery employees.
The onset of COVID-19 saw a collective 44% fall in
beer sales nationally, with April the worst month on The brewers have been incredibly supportive of the
record. The closure of hotels and clubs resulted in hospitality sector, absorbing industry losses within
an immediate fall of 30% of the beer trade. Sadly, the their own businesses by crediting returned kegs that
recovery process slowed with Victoria going back were not able to be sold, offering free keg collections
into lockdown. At the end of the financial year, more and beer deliveries, providing growlers to assist
than 4.5 million litres of returned keg product had hotel takeaway sales, and funding promotions within
been poured down the drain. venues as they reopen.

The priority for the Brewers Association during the Australians pay the fourth-highest beer tax in the
pandemic was to work with government to ensure industrialised world, which is price indexed every
liquor store outlets, brewers and their supply chain six months to CPI (cost of living index). The Brewers
partners were recognised as ‘essential services’. Association advocated for a beer tax freeze as part
of the October 2020 Federal Budget. We feel it is
Tragically, as a result of the restrictions, around
important that more Australians are made aware of
500,000 hospitality jobs were lost. These jobs
the 42% tax paid on a typical stubby, and that this is
typically belong to young people, who are either
increased every February and August.
university students or newly joining the workforce.

10
 Coopers Annual Report 2020

“
The Association is grateful for the informed input from
Dr Tim Cooper, Cam Pearce and Nick Sterenberg of
TH E B R E W E R S H AV E B E E N Coopers Brewery.
I N C R E D I B LY S U P P O R TI V E O F The genuine cooperation between brewers, winemakers
TH E H O S P ITA LIT Y S E C TO R . and distillers is also evident across various groups,
including Alcohol Beverages Australia and the Alcohol
Greater collaboration between the various related Beverages Advertising Code Scheme.
industries has been a positive. The Brewers The Brewers Association will continue to engage in the
Association of Australia, the Australian Hotels political discussions on major policies based on scientific
Association, Spirits and Cocktails Australia, Australian evidence, especially on matters concerning beer and its
Grape and Wine, and Clubs Australia all agree on health impact. It is important to continue to strategically
the need for the excise freeze and submitted a joint position beer and highlight its valuable contribution
proposal to the Australian Government. to the economy. In difficult times such as these, it is
Likewise, major and independent brewer imperative to tap into the overwhelming goodwill
collaboration through the respective peak bodies Australians have for a beer.
has been fruitful. We can achieve far more for the
industry together, with agreed policy positions, Brett Heffernan
shared resources and intelligence, than pushing Chief Executive Officer
individual goals. Brewers Association of Australia

11
 Coopers Annual Report 2020

D .' ;J.
~ ~ ..ili~ ·y,1 ✓
,l!:Qnv.i
:oCC!~~r'Yf' ·
Jt,.U'41.C L:Jl,., ,1' '

✓ ··
JlS!f'{}NSIBILl7Y
CONSISTENCY.·
SERVICB,

12
 Coopers Annual Report 2020

OUR PEOPLE
C O O P E R S I S P R O U D O F I T S L O YA L A N D
COMMITTED WORKFORCE, AND IS INDEBTED
T O S TA F F F O R T H E I R U N S W E R V I N G
C O M M I T M E N T D U R I N G T H E PA N D E M I C .

As COVID-19 hit the nation, teams quickly The following people are congratulated for their
adapted to new separation and working from outstanding efforts in incorporating the Guiding Principles
home protocols. Support, including counselling into their everyday duties during the year:
services and telehealth physiotherapy, was
offered to employees, and the company utilised
video conferencing programs to enable teams to Cultural Leader Brad Grunert Chief Financial Officer
interact during the lockdown period.
Passion Brent Felice Sales Manager - On Premise,
As part of the continuing integration of Coopers Sponsorships & Events
and Premium Beverages, the Premium Beverages Damien D’Ettore Sponsorship & Event
Australian employees were transitioned over to Coordinator
Coopers Brewery from 30 June 2020. All beer sales Terry Santucci Maintenance Team Leader
and marketing employees Australia-wide are now
able to promote themselves as proud members of the Respect Ben Armstrong State Manager - SA/NT
Coopers Brewery family to customers, which should
Abby Richardson e-Commerce Coordinator
assist to further strengthen the Coopers’ brand.
Anthony Petherick Sales Manager - SA/NT
They were also introduced to the online survey
platform ‘TinyPulse’, and encouraged to participate by
Responsibility Nigel Hillier Credit & Telesales Manager
recognising colleagues’ achievements in ‘Cheers for
Ryan Anderson Maltings Operator
Peers’, and providing suggestions or feedback about
Troy Roberts Maintenance Fitter
the company’s operations.

In December 2019, Coopers recognised members Consistency Frank Akers Customer Service
of the South Australian team who had best Bill Parker Maltings Operator
demonstrated the principles of Passion, Respect, Frank Perrotta Distribution & Warehouse
Responsibility, Consistency and Service, through the Manager
Guiding Principle Awards. These awards are selected
from the Cheers for Peers nominations and will be Service Mark Elverd Maintenance Manager

expanded to include the interstate teams from 2020. Tim Blight Project Engineer
Wayne Hurcombe Maintenance Electrician

Star Performer Kelly Roberts Sales & Events Coordinator

- SA/NT

13
 S ERVICE AWA
NG RD
LO

5-
35 YEAR
S
1
 Coopers Annual Report 2020

LONG SE RVICE

1 5 – 1 9 Y E A R S Steve O’Donoghue, Ross Nardi, Craig Williams, Phuong Tang, Brent Felice,
Terry Santucci, Michael Shearer, Nigel Hillier, Wendy Pengilly, Eric Tascione,
Ralph Freda, Dave Medlyn, Frank Romeo (not pictured), Cam Pearce, Frank Akers,
Michael Schmitz, Trish Hardy, Mark Goulmy, Sinan Osman and Alafale Tupai

20 YEARS Rocco Musolino, Carolyn Grant and Gilbert Bruton

25 YEARS Adrian Clark and Briony Neindorf

30 YEARS Tim Cooper, James Cooper, Glenn Cooper and Nick Longo

35 YEARS Geoff Wilson

15
Coopers Annual Report 2020

INSTITUTE OF
BREWING & DISTILLING
G R A D U AT E S

Coopers places great importance on the The successful graduates, who are now qualified
ongoing professional development of its brewers, include:
employees, who are encouraged to continue
• Paul Askew (Quality Control Technician)
their education and training. This helps to
ensure that Coopers remains at the leading • Tim Blight (Project Engineer)
edge of the industry. • Gurpreet Brar (Laboratory Technician)
• Mark Elverd (Maintenance Manager)
In October, seven Coopers’ employees attained
Diploma qualifications from the Institute of • Lucas Holman (Brewhouse Operator)
Brewing and Distilling (IBD). • Daniel Osborne (Maltings Operator)
• Bettina Pickering (Controls System Engineer)
The IBD is the largest global professional body
representing brewers, distillers, maltsters and
Tim, Lucas and Daniel are part of Coopers’ Brewing
cider makers, with over 4,000 members in 102
Cadetship program, while Paul, Gurpreet, Mark and
countries. The body oversees training across
Bettina are members of the operations team who
all levels of the brewing, distilling and cider
undertook the course to broaden their understanding
industries, from non-production staff through
of the beer industry.
to Master Brewers and Master Distillers, as
well as offering an unparalleled resource for Their certificates bore the signature of Dr Tim Cooper
career development through its long history as one of his final official duties in the role of President
of publishing technical journals and hosting of the IBD, with his term coming to an end in September
scientific meetings. 2019. Dr Cooper was the first Australian to lead the
organisation since Bill Taylor (Lion, 2004-05) and Adrian
The IBD Diploma qualifications are internationally
Gardner (CUB, 2001-02) served as presidents of the
recognised for their technical rigour, and the
IBD’s precursor, the Institute and Guild of Brewing.
course covers brewing science in depth, from
He served as Deputy President of the IBD from 2016,
malting and fermentation to maturation and
and now holds the official title of Past President.
packaging, incorporating relevant aspects of
biochemistry, microbiology, engineering and
other disciplines.

16
IBD Graduates (L to R) Paul Askew, Tim Blight, Lucas Holman, Bettina Pickering, Daniel Osborne, Gurpreet Brar, Mark Elverd (inset) with Dr Tim Cooper seated.

“
W E CO N G R ATU L ATE A LL O U R H I G H LY M OTI VATE D
TE A M M E M B E R S O N TH E I R E XC E P TI O N A L R E S U LT S .

J S F O R D AWA R D

Coopers Brewery congratulates Tim Blight on receiving the JS Ford Award.

This international honour is conferred on the candidate who achieves
the highest grades across all three modules of the Diploma in Brewing
examinations. Tim was awarded an ‘A’ result in each examination for the
three modules. This is a remarkable achievement considering there were
1,292 candidates sitting examinations globally for one or more of the three
modules in 2019.

Tim was to be presented with his prize, certificate, and an engraved tankard
at the IBD Convention, which was scheduled to be held in Perth in March
2020, but was unfortunately cancelled due to the COVID-19 pandemic.

17
Coopers Annual Report 2020

18
 Coopers Annual Report 2020

NEW
PRODUCTS
I N N O V AT I V E N E W P R O D U C T S W E R E S U C C E S S F U L LY
RELEASED TO THE MARKET PRIOR TO COVID-19.

CANS

The can format for craft beer became increasingly In December 2019, Coopers released a limited run
popular over the 2020 financial year. The preference of Original Pale Ale in 440ml cans, which were sold
for cans is no longer being driven by occasion only, through national retail outlets. The cartons were
but has become the chosen format for many beer generally retailed at the same price as the regular
drinkers, particularly within the craft segment. 375ml cartons, which presented outstanding value for
the consumer.
Over the last two years, the majority of the company’s
new product development has been designed to take
advantage of consumers’ growing interest in the can
format. Two years ago, cans represented less than
5% of the company’s packaged beer volumes. Today,
they represent almost one quarter of packaged beer
volumes, and have been the largest contributor to the
company’s overall growth for the last two financial years.

Coopers released XPA and Sparkling Ale in cans in

August 2019, joining Original Pale Ale, Session Ale,
Mild Ale, Dry and Premium Light in the range. XPA was
first launched in kegs but, following a strong response,
it was released in a distinctive purple 375ml can, and
gained an immediate following. Sparkling Ale was
released in a bold red 375ml can at the same time,
significantly boosting interest in the product.

19
Coopers Annual Report 2020

V I N TA G E A L E Vintage Ale 2019 was released in August and received

positive reviews from beer writers across Australia.

The 2019 Vintage – the 19th in the series – featured single-

origin malt produced from Compass barley grown in the
Murray Mallee region of South Australia. An American
hop variety, Mosaic, a favourite amongst the craft beer
movement, was paired with Cascade to deliver the principal
hop flavours. This resulted in apricot, citrus fruits and pine
aromas complementing roasted malt, nuts and toffee notes
on the palate, which were further enhanced by a clean
bitterness and a smooth, velvety finish.

Trade and media were hosted at simultaneous launches at

three key venues across the country. Melanie Cooper and
Louise Cooper hosted the Adelaide launch at the Exeter
Hotel, Tim Cooper and Cam Pearce hosted in Sydney at the
ArtHouse Hotel, and Glenn Cooper and Andrew Cooper
hosted in Melbourne at Carwyn Cellars.

20
 *

Brewers Janie Zimmermann and Dr Jon Meneses.

“
V I N TAG E A LE 2 0 1 9 W I LL E VO LV E A N D D E V E LO P OV E R TI M E , W ITH B IT TE R N E S S LE V E L S
G R A D UA LLY R E C E D I N G A N D S W E E T M A LT A N D TO F F E E F L AVO U R S E M E R G I N G .

Chief Brewer, Dr Tim Cooper

The Exeter Hotel, Adelaide.

21
Coopers Annual Report 2020

“
I N M AY 2 0 1 9, C O O P E R S
L AU N C H E D T H E M A S T E R
OF THE BREWNIVERSE
C O M P E T IT I O N TO F I N D
AU S T R A LI A’ S B E S T
DIY BREWER.

Dr Chris Woods holding a case of his winning brew.

MASTER OF THE The 2019 Master of the Brewniverse champion was

crowned in December, winning the ultimate prize of having
BREWNIVERSE their recipe brewed by Coopers and sold nationally.
The winner was Chris Woods, with his Fruit of the Woods IPA.
A doctor from Karratha in Western Australia, Chris started
brewing ten years ago, having been inspired by his father
and grandfather who were both long-time home-brewers.

Working with the Coopers’ brewing team to bring his vision

to life, Chris’ beer was a juicy American India Pale Ale full of
tropical and citrus fruit characters from the generous use of
New World hops. It was naturally conditioned and employed
five different hop varieties, as well as oats and honey.

The ale, which was a limited release through Dan Murphys,

sold-out in only nine weeks, with the majority of the volume
selling in the first month. The campaign was a major success,
reaching more than 13 million people and generating
significant engagement with the media and consumers
through social media and digital channels.

It was intended that the competition would be held again

in 2020, but plans were put on hold due to COVID-19.
It is hoped that a second competition can be held in the
near future.

22
 Coopers Annual Report 2020

S TO U T R E V I VA L
Coopers Best Extra Stout, one of the company’s During the 1950s, when Coopers only had those two
oldest beers, enjoyed a resurgence among Australian products, on average the company sold more than four
consumers, with sales at their highest level in almost million litres of Stout per year. However, by the early
half a century. 1990s, this had halved to below two million litres.

During the financial year, nearly 3.5 million litres were From 2008, sales began to improve. This has been most
sold, 3.4% above the previous year, and on par with a notable in the past four years, with interest in alternative
previous peak sales volume in 1975. beer styles and products arising from the craft brewing
phenomenon, encouraging consumers to look at flagship
Coopers Stout has been in constant production since beers and styles that have stood the test of time.
1879 and was, together with Sparkling Ale, one of the
company’s mainstay products of the last century. Enthusiasm for stouts, dark beers and porters also
increased worldwide, with Coopers actively making
the most of this trend.

23
 "
Sta
<
tewide

7}j
MA
THO S

RetailWot

'}i1111lul

24
 Coopers Annual Report 2020

AWA R D S
COOPERS CONTINUED TO ADD TO ITS TROPHY CABINET
DURING THE 2020 FINANCIAL YEAR.

PR E M I E R ’ S F O O D A N D B E V E R AG E S E Y E NTR E PR E N E U R O F TH E Y E A R
AWA R D S 2 0 1 9 The Cooper Family was honoured with the Australian
The Coopers Maltings achieved further recognition when Family Business Award of Excellence at the
the company won the Innovation in Business award for EY Entrepreneur of the Year awards in Sydney in
companies with more than fifteen full-time equivalent November 2019. These awards are run globally
employees. Award judges commented that Coopers was and recognise entrepreneurial achievement among
an “overwhelming example of a great business”, noting individuals and companies that demonstrate vision,
the strong drive for automation and cleanliness. leadership and success, and work to improve the
quality of life in their communities, countries and
around the world.
G R E AT AUSTR AL A S IAN B E E R
S PEC TAPU L AR (GAB S) H OT TE ST 1 0 0 20 1 9
AU S TR A LI A N LI Q U O R I N D U S TRY
Craft beer lovers voted for their favourite beer among
A S S O C I ATI O N AWA R D S
more than 2,500 beers from over 300 breweries in
Australia. The 2019 competition was potentially the • Coopers Original Pale Ale (Best Full-Strength Beer)
largest people-choice craft beer poll in the world, with a
• C
 oopers Dry (Highly Commended in the Low
record 35,519 people placing more than 177,500 votes to
Carbohydrate Division)
comprise a top 100 craft beer list.
• C
 oopers Sparkling Ale (Highly Commended in the
• Cooper XPA (16th position)
Premium Domestic Division)
• Coopers Original Pale Ale (19th position)
• S
 apporo (Highly Commended in the Premium
• Coopers Session Ale (41st position) International Division)

• Coopers Sparkling Ale (43rd position)

D R I N K S TR A D E H OT TE S T 1 0 0 LI S T
TH I RST Y CAM E L SU PPLI E R O F TH E Y E A R Industry publication, Drinks Trade, issued the Hottest 100
liquor brands across ten categories.
• C
 oopers was named Thirsty Camel’s Supplier of the
Year in South Australia. • Coopers Dry (Premium and Contemporary Beer)

• Coopers Session Ale (Premium and Contemporary Beer)

R OYA L A D E L A I D E S H OW B E E R A N D
C I D E R AWA R D S LI Q U O R S TO R E S A S S O C I ATI O N WA
• Mild Ale, Sparkling Ale, Original Pale Ale (Silver) • S
 cott Ellis from the Western Australian sales team was
• Original Pale Ale, Session Ale, Best Extra Stout (Bronze) awarded ‘Rep of the Year’

25
Coopers Annual Report 2020

MARKETING
K E Y C A M PA I G N S

B E C AU S E W E C A N LI V E , LO U D & LO C A L

The ‘Because We Can’ campaign was launched The ‘Live, Loud & Local’ campaign was the largest
in August 2019 to mark the release of XPA and digital campaign Coopers has ever conducted.
Sparkling Ale in can format while promoting Running over five weeks, the series included live
the whole Coopers’ can offering. The artwork episodes broadcast via Facebook on Friday and
showcased the vibrant can portfolio set against Saturday nights. The initiative offered consumers
clean, understated backgrounds, and was featured in lockdown diverse entertainment from some of
on prominent billboards beside major freeways Australia’s leading comedians, musicians and chefs,
across Australia. The outstanding response to the performing from their homes or studios.
increased can portfolio drove significant volume
growth in the 2020 financial year. The campaign showcased popular headline
performers including The Living End, James Reyne,
Jon Stevens, Illy and Ocean Alley, as well as other
local support acts. Viewers were also able to
compete in interactive ‘pub-style’ trivia for prizes,
and register for giveaways and promotions.

The campaign was hosted by celebrities Joel

Creasey and Myf Warhurst, and Coopers partnered
with key trade clients across Australia to broadcast
the events.

26
 Coopers Annual Report 2020

Myf Warhurst and Joel Creasey hosting ‘Live, Loud & Local’.

These venues included Leonard’s House of Love in

Melbourne, The Sandbar in Perth, The Northern in
Byron Bay, the Coogee Bay Hotel in Sydney, and the
Storey Bridge Hotel in Brisbane.

The campaign was a major success for Coopers, with Wha t did you do in loc kdown Pa?

advertisements for the campaign seen by 4.7 million Well on a Friday your Grandma and I
people across 58 countries. sat down with 1 #1sobeer and played
random pub trivia thanks to
The ‘Live Loud & Local’ campaign led the company to #qu1zmeisters and enjoyed it so much
i hunted down others thanks to
regaining its number one position as the most engaging
@coopersbrewery #liveloudlocal
brand across the main social media platforms in May @MyfWarhurst @joelcreasey
and June.

“
D U R I N G T H E ‘ LI V E , LO U D & LO C A L’
C A M PA I G N I N M AY, C O O P E R S M A N AG E D TO
G R OW B E E R VO LU M E S AT A R AT E O F 8 . 4% ,
D E S P IT E T H E M A R K E T D E C LI N I N G BY 1 9 %
OV E R T H E S A M E P E R I O D.

27
Coopers Annual Report 2020

TRADE MARKETING

CO O PE R S B U RG E R H E RO CO O PE R S F U N DA M E NT-A LE S &
C A N PA R TI E S
The key trade marketing initiative during the year was the
Coopers Burger Hero competition. To promote the fact that Coopers’ ales contain live
yeast and are best enjoyed fresh, a short, entertaining
Coopers encouraged venues to either craft or tweak a
video was created by the marketing team to provide
burger recipe using a twist of Coopers Original Pale Ale,
information to bar staff around the country.
or showcase a burger inspired by the distinctive profile and
attributes of Original Pale Ale, namely fruity, floral flavours, The objective was to educate bar staff on the optimal
or crisp bitterness. The burgers could be meat-based, serving of Coopers’ beer to ensure the quality of every
vegetarian or vegan. pint. The ultimate goal being to convert them into
passionate ambassadors for the Coopers’ brand.
The competition ran in October and November 2019, with
77 venues entering to compete for the title of Coopers To further connect with venue managers and their staff
Burger Hero 2019. The final was hosted in Adelaide in across Australia, the company hosted Coopers Can
March, with Sydney’s historic Shelbourne Hotel taking out Parties at key venues in Sydney, Melbourne, Brisbane
the title with its ingenious Shelly Burger. The burger featured and Byron Bay during October and November 2019.
an Original Pale Ale brined chicken thigh, house-made The parties featured live performances from rock bands
beer pickles, American cheese, lettuce and beer-infused Bad Dreems and Hockey Dad.
barbeque sauce on a milk bun.

The competition saw an increase in keg sales in each of the

competition venues during the promotion, and the social
media content reached an audience of 3.2 million people.

Chef Lachlan Orr of the Shelbourne Hotel.

28
 Coopers Annual Report 2020

The Coopers Burger Hero 2019 final at Scoffed Cooking School.

MERCHANDISE

A new merchandise range was introduced in September

2019 to address growing consumer demand for branded
Coopers’ products. The company had not been active in
this area since the Coopers General Store at Adelaide
Airport closed over eight years ago. A small project team,
consisting of Sales & Events Coordinator Kelly Roberts
and e-Commerce Coordinator Abby Richardson, saw
the opportunity to increase brand awareness through a
renewed push into merchandise, while at the same time
supporting the Coopers Brewery Foundation.

The merchandise range was developed over the course

of a year and included clothing, accessories, bar supplies
and seasonal gear, which are Australian-made wherever
possible. The products are sold to visitors who attend
brewery tours and through the Coopers DIY Beer online
store. Despite tours being cancelled from March due to
the pandemic, the first year was a major success, with
sales exceeding $150,000.

29
 Coopers Annual Report 2020

The Garden of Unearthly Delights.

SP O N SO R S HI PS
As a result of COVID-19, many of Coopers’ usual Fortunately, the ISPS Handa Women’s Australian
high-profile sponsorships were cancelled or scaled Open golf championship, Superloop Adelaide 500,
back in the final months of the financial year. Adelaide Festival of Arts, WOMADelaide, Adelaide
Coopers has been working with each of these Fringe, Gluttony and The Garden of Unearthly Delights
business partners to ensure that the sponsorships were hosted in Adelaide before the escalation of the
can resume as soon as restrictions ease. COVID-19 crisis. As always, these events provided
excellent exposure and allowed locals and visitors to
South Australia the opportunity to enjoy Coopers’ beers.

30
 Coopers Annual Report 2020

Liam Yorke and Frank Akers from the Brewing Products team enjoying the Adelaide 500 with Stef Parletta from Marketing Agency BAD.

“
T H E 2 0 1 9 N AT I O N A L S U P E R C A R S C H A M P I O N S H I P F I N I S H E D O N A H I G H A N D
M A R K E D C O O P E R S ’ E I G HTH Y E A R A S B E E R S P O N S O R .

Coopers signed a further five-year extension to its Coopers also strengthened its relationship with
long-running sponsorship agreement with South Football South Australia in December, becoming a
Australian National Football League club Norwood support partner and official beer supplier to National
in March 2020. The agreement extends Coopers’ Premier League soccer competitions. Under the
association with Norwood until 2024, which will three-year agreement, Coopers will exclusively supply
represent 78 years since the original agreement all beer products at Football SA operated venues and
was signed in 1946. This is the company’s longest at the annual Celebration of Football awards night.
continuous sponsorship, and is believed to be one of Coopers already holds the naming rights to Coopers
the longest sport sponsorships in Australia. It gives Stadium at Hindmarsh, and the new agreement will
Coopers the naming rights to the Coopers Stadium extend our involvement in soccer across all levels,
at Norwood and provides exclusive beer rights at the from grassroots to the elite.
oval and the new Wolf Blass Community Centre.

31
Coopers Annual Report 2020

PA R T N E R
BRANDS
S A P P O R O B L AC K WA S R E L E A S E D TO T H E
M A R K E T, A L O N G W I T H N E W PA C K A G I N G
F O R C A R L S B E R G A N D T H AT C H E R S .

S A PP O RO

Sapporo Black was launched in Australia

in February 2020. An exciting dark lager,
it is brewed using roasted dark malts that
provide distinct coffee and chocolate
notes. Sapporo Black has a 5% ABV and is
being sold in the traditional Sapporo 650ml
‘silver bullet’ style cans.

Sapporo continued to experience solid

growth in Australia, gaining consumers
from all competitors within the Japanese
beer category. The introduction of Sapporo
Black is expected to provide additional
interest to the brand.
 Coopers Annual Report 2020

TH ATC H E R S C I D E R

Thatchers Gold was released in 440ml cans in

November 2019, to replace the 330ml bottles.

The 440ml cans were designed to take

advantage of the increasing preference among
Australian consumers for cans, with a container
size that better appeals to cider drinkers.

The new format resulted in 57% growth in

packaged cider sales during the financial year.

CARLSBERG

A limited edition red 500ml can was released to celebrate

Liverpool Football Club’s Premier League title. The cans
were released in July 2020 following Liverpool being
confirmed Champion on 24 June. The release was a huge
success, with Carlsberg sales up over 500% compared to
July 2019.

Carlsberg also launched its new visual identity in Australia

during November 2019. The ‘Ny Dawn’ packaging, featured
in last year’s report, is part of a global innovation that not
only improves Carlsberg’s environmental footprint but also
ensures a longer-lasting and fresher taste.

The innovations include distinctive new labels on 330ml

bottles of Carlsberg Pilsner, along with new ‘oxygen
scavenging’ ZerO2 caps. The ZerO2 caps have a unique
liner that actively absorbs oxygen from the headspace in
the bottle, reducing the rate of beer oxidation. Experienced
Carlsberg taste experts state that the caps perform up to
15% better than standard closures over the full shelf life of
the product.

Carlsberg also introduced Cradle to Cradle Certified inks on

its new Pilsner bottle labels, which are designed to be more
environmentally sustainable and ethical than traditional
printing products.
Coopers Annual Report 2020

Liam Yorke in the BrewArt caravan.

BREWING
PRODUCTS
As the world went into lockdown in March, people Online store sales for DIY Beer and BrewArt continued
started to take up new hobbies at home. Beer lovers to show outstanding growth during the year. The DIY
were no exception, and there was a swell of interest Beer online store witnessed a 60% increase in the
in DIY brew kits and BrewArt systems. Although retail number of orders, and a 117% increase in brew kit sales.
sales had experienced a decline in the first half of There was also a 46% increase in BrewArt online sales.
the year, superb growth of 166% in the last four The Brewing Products team will continue to work hard
months resulted in DIY Beer sales growing by 6% to capitalise on this growth, and convert these newly
for the year, while sales of BrewArt Beer Droids and recruited consumers into long-term brewers.
BrewFlos grew by 40%.

34
 Coopers Annual Report 2020

N O N - A LC O H O L I C B E E R S M A LT E X T R A C T
It was a challenging year for Non-Alcoholic Beers as Coopers produces a wide variety of bulk malt
several new competitors invested in the promotion of extracts from 20kg packs to 1300kg pallecons for
their 0.0 brands. Notwithstanding this market pressure, the food and beverage industry. Different coloured
Holsten managed to continue its growth trajectory, with extracts created from malt produced at Coopers
sales increasing by 19%. Coopers Ultra Light Birell sales Maltings include Ultra-Light, Light, Amber, Dark,
remained stable, leading to 3.3% overall growth in the and Wheat. The extracts are sold across Australia
category. Despite major names such as Heineken, Carlton and Southeast Asia.
and Peroni entering the market, Coopers Ultra Light Birell
remains the highest-selling non-alcoholic beer in Australia. Whilst international sales were down 18% due to
the impact of COVID-19, domestic sales grew by
Although, in the past, supermarkets have been the major 5%, resulting in overall growth of 1%.
outlets for non-alcoholic beers, the growth of the category

1%
is now predominantly from retail liquor stores. Liquor
outlets are becoming an appropriate medium for non-
alcoholic beverages which, as a category, are beginning
to compete with normal beer rather than soft drinks.

3.3 %

35
Coopers Annual Report 2020

MORGAN’S
BREWING
Morgan’s Brewing benefited from the groundswell The Premium Beverages Queensland sales team and
of interest in home-brewing during the lockdown, temporary staff were engaged to assist with the mounting
beating last year’s sales record and increasing orders, which resulted in the company having to lease
profitability by 80%. additional warehouse space to allow for sufficient physical
distancing between employees. However, the team met
The team, based in Yatala, Queensland, successfully the challenge and managed the influx of orders which,
dealt with an enormous surge in demand during the at its peak, equated to a regular month’s worth of orders
pandemic, with sales doubling in April compared to being dispatched every week.
the same time last year.

36
 Coopers Annual Report 2020

MR BEER
The recent growing enthusiasm for home-brewing Pat Bridges, former Marketing Manager, replaced Rick
has not been confined to Australia, with Mr Beer also Zich as President of Mr Beer during the year, and ably
finishing the year with a strong quarter. Sales revenue led the team through the challenges of COVID-19,
was up 130% on the equivalent period last year. which has been particularly severe in the United States.

The enhanced Mr Beer website, containing new and Mr Beer continued to represent a valuable subsidiary
engaging content for consumers, saw a 55% increase to Coopers through its sales of the Australian-
in traffic as well as a 21% increase in online sales produced Mr Beer products, as well as being a
revenue over the financial year. Through targeted gateway to selling other Coopers’ branded products,
marketing strategies, sales conversion rates exceeded including malt extract, BrewArt, and Coopers DIY Beer
e-commerce benchmarks, resulting in the e-marketing products and accessories, into the United States and
campaigns being featured in several e-commerce Canadian markets.
publications.

37
Coopers Annual Report 2020

M A LT I N G S
M A LT E D B A R L E Y S A L E S V O L U M E S I N C R E A S E D
B Y O V E R 4 4 % C O M PA R E D T O L A S T Y E A R .

The Coopers Maltings reached full capacity of almost Achieving joint Maltster of the Year 2019 at the World
58,000 tonnes, and exports doubled during the Barley, Malt and Beer Conference continued to help
financial year, despite the impact of COVID-19 on the raise Coopers’ profile internationally, especially in the
brewing sector worldwide. Asia-Pacific region.

Coopers exported over 30,000 tonnes of malt in the Domestically, Coopers used over 16,000 tonnes
2020 financial year, primarily to food producers and during the year in its beer and extract production,
brewers in South Korea, Thailand and Singapore, with with smaller volumes sold to other Australian brewers
smaller quantities being sold to brewers and distillers and food producers.
across Northern and Southeast Asia.
While the 2019 barley crop was impacted by drought
As a substantial proportion of exports were to the food conditions, the 2020 crop in South Australia is
sector, the maltings division was not significantly expected to be strong. Favourable early rainfall
impacted by the production slowdowns experienced by leading into the planting season, and finishing rains
brewers, and Coopers was able to maintain full capacity ahead of harvest, should help to maintain the quality
production. of the malt to be produced.

A key selling point for overseas customers was the In May, China imposed an 80% tariff on the import
quality of the malt produced from the high-calibre barley, of Australian barley, which resulted in a short-term
sourced from South Australian farmers, combined with easing of barley prices. The company continues
state-of-the-art malting equipment. The plant is also to closely monitor the situation, especially for any
flexible enough to allow for the production of single- longer-term impact on farmers and the industry.
origin malts, which saw increasing popularity among
Australian craft brewers and distillers.

38
 Coopers Annual Report 2020

C A P I TA L
INVESTMENT

Automated foam cleaning of the can filler and seamer.

Various capital expenditure programs were • A

 n upgrade to the Siemens process automation
undertaken at the brewery during the financial year, system to provide new functionality and ensure
aimed at improving capability, quality and operational Coopers remains at the forefront of brewing
efficiency. This investment included: technology.

• Installation of four new 2,000 hectolitre fermenters, • Introduction of automated foam cleaning for the
bringing Coopers’ total number of fermenters to 32. can filler and seamer in response to the growing
demand for the can format. Previously, cleaning of
• U
 pgrading the yeast propagation capabilities with this machine was undertaken manually.
the commissioning of a new German plant, which
provides yeast for secondary fermentation. • C
 ladding and additional insulation of the bottling hall
The primary yeast propagation plant has since to improve hygiene and temperature control.
been upgraded by the same supplier, allowing for
more frequent propagation of fresh yeast and thus
improvement in overall beer quality.

“
T H E C O M PA N Y C U R TA I L E D C A P I TA L E X P E N D I T U R E
D U R I N G T H E Y E A R A N D F O C U S E D O N PAY I N G D O W N
$ 2 0 .7 M I L L I O N O F D E B T.

39
Coopers Annual Report 2020

VA L E
Why beer 's worth
more than money
About 90per cent of
Coopers shareholders are
relatedand they've fought
to maintainthe brewer' s
family traditions.

Story Chris Milne

tu·ba ra McCarthy enjoys a

B good sw u1 u.nd a good

stoush - und it ·s all about
the C:oopPt-s.
The Ciercelyloyal 72-year- old
descen dant of lhc iconic So\.lth
Austra li,rn brcwr.r t~lai ir1ed
vicLOry t.his week over llm
J.1.pa nrsr -mvnod "oastc rncr-s··of
I.ion Nathan who had om•rcd a
gcncruu.sS3IO a share in a
$420 million 1ilt at the unll~ted Shareholde1Baitl.va MeCMhy PhotoDa,i/l Mafiu!
uhl ic com ;111v.

(Courtesy of Fairfax Syndication - Australian Financial Review, 17–18 December 2005)

It was with great sadness that the company farewelled Sadly, in January 2020, at the age of 50, Duncan passed
fourth-generation family member and shareholder, away from a brain tumour. He is sorely missed by all at
Barbara McCarthy, and her son, Duncan McCarthy, Regency Park.
fellow shareholder and Coopers’ employee. Barbara
passed away in July 2020. She will be remembered for Coopers also farewelled two other fourth-generation
her support of the Coopers Brewery Foundation, and family members during the financial year: Dr John Cooper,
her fierce loyalty during the 2005 Lion Nathan takeover a keen and enthusiastic shareholder who frequently
attempt, when she proudly told the media that she attended Annual General Meetings, and Neil Henderson,
would never sell her shares as she wished to pass them husband of the late Mary Henderson (nee Cooper).
on to her two children and five grandchildren. Sympathy goes to all family members affected by
Fifth-generation family member, Duncan, joined the their losses.
Coopers packaging team in May 2012, quickly earning
the respect of his colleagues. He enjoyed catching up Pictured (L to R) Barbara McCarthy, Duncan McCarthy,
with his friends at the various Coopers’ social events, Dr John Cooper and Neil Henderson.
even towards the end of his time with the company.

40
 Coopers Annual Report 2020

SHAREHOLDING
The current number of shareholders increased The share price fell from $340 to $320 in November
from 171 to 177, with 13 new shareholders created, for dividend reinvestment purposes. In April, the
including through transfers to trusts, and the winding directors recommended that this share price remain
up of three estates and one company. Coopers also unchanged.
welcomed its first seventh-generation shareholder.
Due to the uncertainty surrounding the business
The total number of shares on issue increased by and COVID-19 restrictions, it was deemed prudent
4,852 ordinary C-class shares during the year from to pay a $5.50 dividend in June 2020, $1.00 less
1,064,074 to 1,068,926. Eighteen shareholders than the previous December’s dividend of $6.50.
participated in the share purchase plan buying
765 C-class shares at $320 per share, while 27
shareholders reinvested dividends in December with
the issue of 2,603 C-class shares, and 25 reinvested in
June with the issue of 1,484 shares. No share buy-back
was offered during the financial year.

41
Coopers Annual Report 2020

F O U N D E R , PA R TN E R S A N D D I R E C TO R S O F CO O PE R S B R E W E RY LTD

Thomas
Cooper
1826-1897

‘A’ Side Family ‘B’ Side Family

John Stanley
Christopher Samuel
Thomas Reasey
1859-1910 1871-1921
1857-1935 1875-1938

Francis Andrew Thomas Raymond

Thomas Ashgar Edwards Stanley
1885-1944 1891-1960 1899-1974 1904-1987

Geoffrey Kenneth William

Maxwell
Day Thomas Andrew Thomas
1928-2010
1912-2002 1916-2000 1932-2015

Cameron
James Glenn Timothy Melanie
John
McAndrew Andrew James Ann
(Pearce)
1954- 1950- 1956- 1961-
1958-

Son-in-law

42
 Coopers Annual Report 2020

H I S TO RY O F TH E S H A R E S At Board level, Chairman Glenn Cooper and Deputy

Chairman Dr James Cooper represent the A-class
As at 30 June 2020, shares are held by four different shareholders and Managing Director Dr Tim Cooper
generations and several families associated with the and Director of Finance/Company Secretary Melanie
Cooper family. Cooper represent the B-class shareholders. Marketing
& Innovation Director Cam Pearce represents the
D-class shareholders, and two independent directors,
4th Generation 470,529 shares 44.0% Jim Hazel and Rob Chapman, are elected by all C-class
shareholders for a two-year term.
5th Generation 476,934 shares 44.6%
Since incorporation, there have been two sets of
6th Generation 48,800 shares 4.6% 1-for-1 capital raising share issues, three 1-for-1 and
two 1-for-4 bonus issues, and twelve share buy-backs.
7th Generation 100 shares <0.1% Introduced in 2009, there has also been a bi-annual
issue of shares through the dividend reinvestment
Other shareholders 72,563 shares 6.8%
plan. The annual share purchase plan, aimed at smaller
shareholders, was first offered in 2012. Shares on issue
reached a peak of 1,754,970 in 1987, following a 1-for-1
When the original partnership of the four sons of bonus issue, but there were only 1,068,926 at 30 June
Thomas Cooper was incorporated in 1923, only two 2020, as a result of several significant buy-backs.
partners had survived. A total of 15,953 A-class shares
were issued to John Thomas Cooper and his family,
while 15,953 B-class shares were issued to Stanley
Reasey Cooper and his family. ‘A-class’ refers to the
Issued shares
descendants of Thomas and his first wife, Ann, and
‘B-class’ refers to the descendants of his second wife, Original issue at incorporation 39,000
Sarah.
Capital raising issues 78,000
A further 7,093 ordinary ‘C-class’ shares were issued to
the family of the late Samuel Cooper, who had died two
New D-class issue (SAB) 87,751
years prior to incorporation, and one share to brewer
Francis Cooper. The holders of the A-class and B-class Bonus issues 1,550,219
shares elect two directors for each class to represent
that shareholding. Dividend reinvestment plan 52,371

As a defensive measure in 1962, amid rumours of

Share purchase plan 5,460
possible takeovers from interstate brewers, Coopers
and South Australian Brewing Company (SAB)
exchanged shares, and 87,751 new ‘D-class’ shares
were issued to SAB, together with the right to appoint Redeemed shares
one director. These shares were subsequently
Less: Buy-back of shares (743,875)
bought back by the shareholders and the company
in 1995 following the purchase of SAB by Lion Nathan,
Total shares on issue at 30 June 2020 1,068,926
which was deemed ineligible to hold shares.

43
Coopers Annual Report 2020

F O U N D AT I O N
In the face of drought, fires, floods and a global Paid over three years, the third Sustainable Giving grant
health pandemic, donors continued supporting of $150,000, was directed to a charity in the education
worthy causes with a 67% increase to $397,000 field, and awarded to The Australian Literacy and
in donations to the Foundation for the year. Numeracy Foundation for underprivileged children in the
Victorian Central Goldfields region. The organisation’s
In Australia and around the world, 2020 proved difficult early language and literacy programs are targeted at
for all charities. The Coopers Brewery Foundation was improving the educational outcomes of children who
no exception, and income suffered from the restrictions are disadvantaged due to health and developmental
and economic downturn caused by the global challenges, transgenerational illiteracy, and education
pandemic. Revenue historically raised from brewery disengagement.
tours and recycling was significantly reduced, the latter
due to restrictions on exported recycled waste. This recipient joins previous beneficiaries of the
Sustainable Giving Programs, namely the Australian
The annual Golf Day scheduled for May 2020 was Dental Outreach Foundation and Christians Against
cancelled. However, the increased donations met the Poverty. The next grant, disbursed in September 2020,
shortfall of funds usually raised through the Golf Day. is selected from applications received in the health,
Coopers Brewery also donated 20% of the profits from medical research, disability, and aged care sectors.

“
staff merchandise sales, amounting to over $6,000.

This year’s Shareholder Appeal raised $31,670 in

aid of Stepping Stone House, for their Ending Youth
Homelessness program in New South Wales. This D U R I N G TH E Y E A R , OV E R $ 4 22 , 0 0 0
project provides development opportunities, and WA S D O N ATE D TO VA R I O U S
medium and long-term accommodation, for young C H A R ITI E S , TA K I N G TH E TOTA L
people aged 12 to 25, who are ‘at risk’ or homeless.
A M O U N T D I S TR I B UTE D TO DATE TO
These disadvantaged youth, who have been denied
$ 5 , 4 3 8 , 0 0 0, W ITH 3 1 2 C H A R ITA B LE
opportunities in safety, education, and wellbeing, are
P R OJ E C T S S U P P O R TE D S I N C E 2 0 07.
supported in a variety of ways, while their primary
needs of food, water, shelter and safety are met.

Employees generously gave almost $73,000 during

The Foundation’s investment portfolio largely withstood
the year, of which more than $28,000 was donated to
the worst of the downturn in the stock market, retaining
the Salvation Army Bushfire Relief. A further donation
most of its value. However, dividend and interest income
of $30,000 was made by the Foundation on behalf
was impacted. Total assets held by the Foundation at
of employees to Very Special Kids in Victoria – an
30 June 2020 were $5.4 million, of which $5.2 million
end-of-life program, which cares for children with
comprises the Perpetual Fund. This Fund consists of cash,
life-threatening conditions by providing a children’s
fixed interest investments, property, and Australian and
hospice and professional family support services,
international equity investments. The Executive Officer’s
free of charge.
salary was supplemented from this Perpetual Fund.

44
 Coopers Annual Report 2020

An adventure education program run by Stepping Stone House.

As a socially responsible measure, the Foundation holds

Anam Cara House 30,000
a $250,000 investment in Aspire’s social impact bonds,
amounting to 3% of the issued seven-year bonds. Aspire Anglicare SA 57,755
works in conjunction with the Hutt St Centre to achieve Australian Dental Outreach Foundation 50,000
positive outcomes to reduce homelessness in Adelaide. Australian Rotary Health 15,000
The Perpetual Fund is managed by the Investment Christians Against Poverty 50,000
Committee and, in the 2020 financial year, sixth- Community Life Batemans Bay 28,000
generation family member Alex Cooper joined the
Rett Syndrome Association of Australia 5,000
committee, while JB Were were appointed fund
manager. The Governors and Patrons of the Foundation Salvation Army Bushfire Appeal 28,180
are grateful to all donors including employees and SPELD Qld 5,690
shareholders, and thank the many people who have
Stepping Stone House 31,670
donated time, money, and expertise.
The Australian Literacy and Numeracy 50,000
Foundation

The Compassionate Friends of Victoria 11,500

The Legacy Club of Brisbane 30,000

FOU Very Special Kids 30,000

422,795

45
Coopers Annual Report 2020

COVID-19 can make us feel s1ressedand anxious.

Pick up the phone. not another drink.

DRINKWISE
As part of Coopers’ commitment to corporate social support one another and the broader community. These
responsibility, the company is a financial supporter of videos also supported DrinkWise’s long-term messaging
DrinkWise, a not-for-profit social change organisation. around the importance of parents being positive role
models for children when it comes to alcohol.
DrinkWise focuses on cultural change – developing
highly effective, evidenced-based social marketing DrinkWise also partnered with police forces around the
initiatives that inform and support the community, by nation in reminding Australians to seek help and advice
encouraging the adoption of a healthier and safer rather than turning to alcohol as a coping mechanism.
drinking culture and, subsequently, a reduction in In addition to this, DrinkWise partnered with the AFL
alcohol-related harms. to create a television campaign offering moderation
messaging, and advice and support to Australians who
In March 2020, as COVID-19 escalated, DrinkWise may feel isolated and stressed.
quickly responded by developing pandemic-focused
alcohol consumption, self-isolation and wellbeing As the COVID-19 situation challenges Australians,
messaging. Consumer information videos – featuring DrinkWise will maintain a focus on encouraging
DrinkWise ambassador Dr Andrew Rochford – moderation in alcohol consumption, working with
acknowledged that COVID-19 could create stress and Coopers, other industry stakeholders and community
anxiety, encouraged people not to use alcohol as a partners to ensure this messaging reaches Australians
short-term fix, and reminded Australians to continue to in a targeted and effective manner.

46
 Coopers Annual Report 2020

47
COOPERS BREWERY LTD PO Box 46, Regency Park SA 5942
ABN 13 007 871 409 Telephone 08 8440 1800
461 South Road, Regency Park SA 5010 coopers.com.au