Tim Cooper<br />
Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snaps...
Early Times<br /><ul><li>Thomas Cooper (shoemaker/stonemason) </li></ul>   emigrated in 1852 from Skipton, Yorkshire<br />...
  Partnership of brothers until incorporation in </li></ul>   1923 <br />
Home Brew<br /><ul><li>Coopers entered market in 1977 after change in legislation
Originally 20 L bag of wort in a box with yeast sachet
Low temperature evaporation plant in 1984 reduced volume of wort to 1.25 L
Innovative packaging facilitated export </li></li></ul><li>Home Brew<br />Today Coopers is the world’s largest manufacture...
Malt Extract<br /><ul><li>Evaporation plant allowed Coopers to make malt extract
Natural flavouringand colouringfood product in the baking, confectionery and cereal industries
Coopers now largest supplier in Australia and NZ
Exported to major food and beverage companies in Asia</li></li></ul><li>Survival after 1970’s<br /><ul><li>Home brew and m...
 Interstate beer focus: from 5% in 1970’s to 45% by 1990
 Draught  beer (kegs) introduced 1983
 Beer growth from 1995</li></ul>Post-recession premium beer market <br />	LNA purchase of SAB<br />	Sale of 120 hotels<br ...
The “Coopers” Advantage<br /><ul><li>Independence and family ownership
147 yr heritage - “Hand-made by the Cooper Family”
Brewing Products Division – extract evaporation
Product Difference – cloudy, natural ales
Interstate Distribution – Premium Beverages
Passionate about our product & its quality</li></li></ul><li>Positives in an economic downturn <br />Background<br />Impac...
Total Customers<br />
Annual Home Brew & Retail MaltSales Volume <br />
Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snaps...
Australian Beer Market 1987-2009F<br />
International Premium Beer Category<br />
Lion Nathan Beer Volumes<br />
Company share of domestic beer promotional advertising<br />Source: Citi ‘Thirsty Thoughts’ Market Data<br />
LNA Beer Pricing vs CPI<br />
LNA EBITA1987 -2009f<br />
Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snaps...
Promotional focus on mature brands has fallen significantly<br />Low carb brands are attracting biggest gains in promotion...
Link between promotional activity and short term volume performance<br />Source: Citi ‘Thirsty Thoughts’ Market Data<br />
Synovate survey (500 beer drinkers)<br />Advertising awareness:	1st mentioned awareness:<br /><ul><li>Becks		- 54%			- 18%
Stella		- 49%			- 37%
Carlsberg		- 21%			- 21%
VB			- 35%			- 3%
Pure Blonde		- 5%			+ 65%
James Boag		-10%			+ 23%</li></li></ul><li>Why choose Coopers? <br />Importance of advertising<br />	Being relevant to con...
Advertising Campaigns<br />
Year to Date Export Sales – June 2009<br />Total Sales  $7,271,945<br />
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Tim Cooper: Positives in an economic downturn.

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Marketing Week 2009.

- Impact on beer sales and home brew
- The importance of advertising
- Environmental sustainability
- Philanthropy

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Tim Cooper: Positives in an economic downturn.

  1. 1. Tim Cooper<br />
  2. 2. Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snapshot<br />Importance of advertising<br />Environmental sustainability <br />Philanthropy<br />
  3. 3. Early Times<br /><ul><li>Thomas Cooper (shoemaker/stonemason) </li></ul> emigrated in 1852 from Skipton, Yorkshire<br /><ul><li> Commenced brewing Norwood 1862; </li></ul> Kensington 1870; Leabrook 1881<br /><ul><li> 12th of 15 Breweries in 1894
  4. 4. Partnership of brothers until incorporation in </li></ul> 1923 <br />
  5. 5. Home Brew<br /><ul><li>Coopers entered market in 1977 after change in legislation
  6. 6. Originally 20 L bag of wort in a box with yeast sachet
  7. 7. Low temperature evaporation plant in 1984 reduced volume of wort to 1.25 L
  8. 8. Innovative packaging facilitated export </li></li></ul><li>Home Brew<br />Today Coopers is the world’s largest manufacturer and exporter of home brew kits<br />Domesticdistribution through all major supermarket and discount variety stores<br />
  9. 9. Malt Extract<br /><ul><li>Evaporation plant allowed Coopers to make malt extract
  10. 10. Natural flavouringand colouringfood product in the baking, confectionery and cereal industries
  11. 11. Coopers now largest supplier in Australia and NZ
  12. 12. Exported to major food and beverage companies in Asia</li></li></ul><li>Survival after 1970’s<br /><ul><li>Home brew and malt extract “backbone” before 1995
  13. 13. Interstate beer focus: from 5% in 1970’s to 45% by 1990
  14. 14. Draught beer (kegs) introduced 1983
  15. 15. Beer growth from 1995</li></ul>Post-recession premium beer market <br /> LNA purchase of SAB<br /> Sale of 120 hotels<br /> KWP! advertising <br /> Incremental gains in quality<br />
  16. 16. The “Coopers” Advantage<br /><ul><li>Independence and family ownership
  17. 17. 147 yr heritage - “Hand-made by the Cooper Family”
  18. 18. Brewing Products Division – extract evaporation
  19. 19. Product Difference – cloudy, natural ales
  20. 20. Interstate Distribution – Premium Beverages
  21. 21. Passionate about our product & its quality</li></li></ul><li>Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snapshot<br />Importance of advertising<br />Environmental sustainability <br />Philanthropy<br />
  22. 22.
  23. 23.
  24. 24. Total Customers<br />
  25. 25. Annual Home Brew & Retail MaltSales Volume <br />
  26. 26. Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snapshot<br />Importance of advertising<br />Environmental sustainability <br />Philanthropy<br />
  27. 27. Australian Beer Market 1987-2009F<br />
  28. 28.
  29. 29.
  30. 30. International Premium Beer Category<br />
  31. 31. Lion Nathan Beer Volumes<br />
  32. 32. Company share of domestic beer promotional advertising<br />Source: Citi ‘Thirsty Thoughts’ Market Data<br />
  33. 33. LNA Beer Pricing vs CPI<br />
  34. 34. LNA EBITA1987 -2009f<br />
  35. 35. Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snapshot<br />Importance of advertising<br />Environmental sustainability <br />Philanthropy<br />
  36. 36. Promotional focus on mature brands has fallen significantly<br />Low carb brands are attracting biggest gains in promotional focus<br />Source: Citi ‘Thirsty Thoughts’ Market Data<br />
  37. 37. Link between promotional activity and short term volume performance<br />Source: Citi ‘Thirsty Thoughts’ Market Data<br />
  38. 38. Synovate survey (500 beer drinkers)<br />Advertising awareness: 1st mentioned awareness:<br /><ul><li>Becks - 54% - 18%
  39. 39. Stella - 49% - 37%
  40. 40. Carlsberg - 21% - 21%
  41. 41. VB - 35% - 3%
  42. 42. Pure Blonde - 5% + 65%
  43. 43. James Boag -10% + 23%</li></li></ul><li>Why choose Coopers? <br />Importance of advertising<br /> Being relevant to consumer <br /> Engaging and aspirational Creating a point of difference<br />Opportunity to belong<br />
  44. 44. Advertising Campaigns<br />
  45. 45.
  46. 46.
  47. 47.
  48. 48. Year to Date Export Sales – June 2009<br />Total Sales $7,271,945<br />
  49. 49. Why choose Coopers? <br />Importance of advertising<br /> Being relevant to consumer <br /> Engaging and aspirational Creating a point of difference<br />Opportunity to belong<br />
  50. 50.
  51. 51. Lion Nathan Takeover Bid <br /><ul><li>Overtures to stop Court action, 2003-04
  52. 52. JV offer, June 2005; Bid, 1st Sept 2005
  53. 53. Shareholders subjected to LNA pressure
  54. 54. Seven court actions brought by LNA
  55. 55. Two EGMs December 2005
  56. 56. 93.4% to 6.6% to remove LNA from Constitution
  57. 57. Coopers shareholders focus on loyalty and tradition – “It’s not about the money!”</li></li></ul><li>
  58. 58.
  59. 59. Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snapshot<br />Importance of advertising<br />Environmental sustainability <br />Philanthropy<br />
  60. 60. Environmental Improvements<br />Modern brewhouse – recycling of heat & water<br />Vapour condensation<br />Energy savings (~15%)<br />Reduction in solid – NPC<br />Cogeneration Plant (2003)<br />Focus on carbon lifecycle footprint<br />
  61. 61. Cogeneration Plant<br />Annual power generation of 24,000 MWh <br />16,500 MWh exported to grid<br />Long term certainty of pricing and security of supply<br />Full redundancy for power and steam generation<br />With co-generation, energy represents some 7% of the total emissions footprint - industry standard of ~ 20%<br />
  62. 62. AIR INLET<br />DIVERTER<br />DAMPER<br />FILTER<br />GENERATOR<br />HRSG<br />STEAM<br />GAS TURBINE<br />DUCT<br />BURNER<br />Cogeneration Plant<br />
  63. 63. Aquifer usage with reverse osmosis<br /><ul><li>350 ML of River Murray water saved each year
  64. 64. Water extracted from T2 Aquifer 200m below site
  65. 65. Ground water too saline for direct use
  66. 66. Reverse osmosis desalination plant
  67. 67. Retentate pipeline to Barker Inlet wetlands</li></li></ul><li>Positives in an economic downturn <br />Background<br />Impact on beer sales & home brew<br />Australian beer market snapshot<br />Importance of advertising<br />Environmental sustainability <br />Philanthropy<br />
  68. 68. Introduction<br />Established in 2006, the Coopers Brewery Foundation is the philanthropic arm of Coopers Brewery, reinforcing the Cooper family traditions of community involvement and social responsibility. It represents a commitment by Coopers Brewery to the welfare of Australians – ‘brewing support for the community’<br />Thomas Cooper<br />Founder<br />Cardiovascular Research Centre <br />
  69. 69. Funds Received<br />
  70. 70. Funds Distributed<br />
  71. 71. Why choose Coopers? <br />Importance of advertising<br /> Being relevant to consumer <br /> Engaging and aspirational Creating a point of difference<br />Opportunity to belong<br />
  72. 72. Thank you<br />
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