b'C O O P E R S A N N U A L R E P O R T 2 0 2 2 C O O P E R S A N N U A L R E P O R T 2 0 2 2P A R T N E R023 Brands Carlsberg 024Despite sales of Carlsberg droppingCoopersinternational brands portfolio performed during the year as a result of consumer behaviour changes through COVID-19 and well in a competitive market, headlined by the extension other market factors, the brand postedof theSapporo Carlsbergcontracts for a further an improvement in keg sales.andten and five years respectively, and the signing of aCarlsberg launched a limited-edition new manufacturing partnership withMolson Coors . Cheers to Football can in 23 countries, drawing on its world football credentials, underpinned by its longstanding sponsorship of Liverpool Football Club.SapporoMolson CoorsThe Sapporo brand continues to grow inA long-term manufacturing agreementAustralia, with strategic marketing campaignswas signed with Molson Coors International supporting the brands push for increasedunder which Coopers will manufacturemarket share alongside a rise in the Japanesethe brands Miller Genuine Draft, Miller Chill beer segment. and Coors.A renewed Japanese Manga artworkThe well-recognised campaign, with updated packaging,Molson Coors brandsleveraged the culture and history of Japans oldest beer brand in targeted campaignswill be manufactured across on-trade, retail digital and out-of- under strict quality home channels. controls and supervision The Sapporo Perfect Pourat Regency Park. program encouraged on-trade partners to deliver a more rewarding customer experienceThatchersacross the bar, which helped Thatchers Cider underwent a strategic grow sales volumes. marketing refresh during the year.Various promotional activities and trade Late in 2021, Coopers became the exclusiveactivations have been planned fordistributor of Yebisu in Australia, with theroll-out in the new financial year.premium Japanese all-malt beer featuring ina 4 x 350ml can format. Managing Director Tim Cooper and National Sales Manager Mark Goulmy attendeda signing ceremony with Sapporo in June,for the ten-year contract extension.'