Following on from the successful launch of Hazy IPA in 2020, Coopers Brewery has released its 2021 Limited Edition brew, Australian IPA, in a continued effort to drive brand recruitment from a more progressive audience.
For the second year in a row, TABOO has been engaged to design the brewery’s latest NPD, this time drawing on the strength and beauty of the Australian outback landscape for inspiration.
Says Nick Jamieson, executive creative director of TABOO: “The Coopers limited-edition releases are fast becoming a highly anticipated moment in the Australian craft beer calendar. Once again it’s a huge privilege to continue our work building out a design construct across the family of Coopers NPD brews.”
Says Cam Pearce, director of marketing and innovation, Coopers: “After the great success of our XPA and Hazy IPA through the NPD program, we’re excited to see Coopers Australian IPA limited release on shelves and on taps around the country. Unmistakably a Coopers ale, TABOO have done an excellent job with a distinctive roundel label, set amongst an eye-catching landscape design inspired by Australia’s iconic red desert core landscape – a symbol of our nation’s natural strength and resilience.”
Coopers Australian IPA launches at all good locals now. You can find your closest stockist at www.coopers.com.au