Coopers Brewery’s new XPA (Extra Pale Ale) will be released in cans and is expected to be available in major liquor outlets across Australia by mid-August.
XPA was launched in kegs at the Great Australasian Beer Spectapular (GABS) event in Melbourne in May this year, becoming available in hotels from June. However, it was not released in packaged format.
Coopers Marketing and Innovation Director, Mr Cam Pearce, said the beer had attracted strong response among consumers since being released and the decision was made to offer it in cans.
It will not be available in bottles.
XPA will be sold in distinctive purple 375ml cans with first shipments leaving the Regency Park brewery in early August.
XPA is a beer style that sits between an American Pale Ale and India Pale Ale. Coopers uses the American hops Simcoe and Lemondrop during the brewing process, providing bright citrus undertones with aromas of grapefruit, lemon and a hint of mandarin. It has an ABV of 5.2% and 37 international bitterness units (IBU).
Mr Pearce said XPA was still developing as a beer category and Coopers had released the beer to provide a high quality example of that beer style.
“The decision to only release XPA in cans reflects increasing consumer preference for this form of container,” he said
“Coopers already offers Coopers Original Pale Ale, Session Ale and Mild Ale in cans, along with its lager beers Coopers Premium Lager and Coopers Premium Light.
“We are currently considering further expansion to this range.”