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Positives in an economic downturn …

Positives in an economic downturn

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

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