7 minute read
What The Coopers Expansion Means For The Hotel Industry
from Hotel SA Sep 2024
by Boylen
A local family business that’s taken risks, survived adversity and yet continues to invest millions of dollars in South Australia… it could be the story of any number of AHA|SA members but in this case it’s Coopers Brewery.
The $70 million “home of Coopers” development at Regency Park includes a new visitor centre, restaurants and tasting areas. For the hotel industry, however, it is the new microbrewery and distillery that piques the most interest.
After 162 years as a brewer, why venture into the complex world of whisky production? On face value, it appears to be a radical departure from ales, lagers and stout.
Not in the eyes of Managing Director Dr Tim Cooper, who sees it as a natural extension of Coopers’ maltinspired heritage.
“Many years ago we sold our former maltings at Dry Creek to pay down debt but we always said we would build another maltings once we had enough land to do it,” he said.
When Coopers acquired the adjoining youth corrections facility in 2015, it suddenly had the land to fulfil that vision.
“We started construction in 2016 and it was completed in early 2018 at a cost of $68 million,” said Tim.
“It’s been a great asset to us. We can produce 60,000 tons of malt a year, of which about 40,000 tons is sold to local and overseas brewers and distillers.”
From time to time, the Coopers team had flirted with the question of whether or not they should produce single malt whisky.
But once Coopers had regained its own maltings operation, the idea took on a life of its own, commencing with Tim and fellow brewer Nick Sterenberg visiting Scottish distilleries in 2019 with their brewhouse supplier Briggs. They were encouraged by then Marketing Director Cam Pearce who championed the idea of small batch brewing.
“Cam is always of the opinion that as brewers we should be experimenting a bit more and hopefully coming up with ideas that might turn into new products,” said Tim.
The ensuing proposition was that a microbrewery, alongside a distillery, could be fully integrated into a prospective new visitor centre to create small batch brews for enjoyment by guests, as well as supply wash for making single malt whisky.
Is this the future for brewers?
Coopers is Australia’s largest independent, familyowned brewery – but the journey has been, at times, death defying.
“Thomas Cooper himself nearly went bankrupt, and then we nearly lost it again in the 1970s and again in the 1990s,” said Tim. “And then, of course, we were nearly taken over in 2005.”
The microbrewery will not impact on the operation of the existing brewery, which produces more than 90 million litres of beer each year.
Experimental craft beers produced by the microbrewery will be limited to 40 to 50 kegs. These short-run batches will only be sold at the visitor centre, not to the trade, unless they are a runaway success and become part of the main brewery operation.
“I wouldn’t say that the new visitor centre with its craft brew offerings will be transformative financially, but it gives us another string to the bow and highlights Coopers’ heritage and passion for brewing” said Tim.
“We certainly hope that whisky might add an additional income stream that helps to future-proof us like the maltings does.
Does that mean there is an appetite for other variations, such as alcopops and RTDs, at Coopers?
“We've talked about whether we could create a beer with a ginger beer flavour to it. That's probably the most exotic that we would consider.
“We certainly don't have a view to get into RTDs, vodka or gin.
“Our single malt whisky will come from malted barley. So it's a consistent strategy, reflecting the story that all our products come from the malted barley we've produced ourselves.”
Given the extended timeline for spirit maturation, it will be several years before the first whisky is available for sale However, it’s likely the flavour profile will be akin to the Highlands and Speyside style of single malt whiskys.
While craft brews will be kept in-house, will Coopers whisky be available to the hotel trade?
“Yes, most definitely,” said Tim.
“It's something that we look forward to and hope that we can create a product that's attractive in terms of flavour profile and pricing.
The new “home of Coopers” opened to the public in late August, 2024.
Situated adjacent to the existing brewery, it features:
• A restaurant
• Three bars
• Expansive outdoor plaza dining and family areas
• Dedicated tasting room
• Microbrewery
• Whisky distillery
• Interactive history display and guided tours
• Underground stillage for 5000 whisky barrels
• Merchandise store.
Studio Nine Architects’ unique curved design is inspired by the iconic Coopers roundel label and encompasses a sloping amphitheatre showcasing the Brewery grounds and malting plant. The interiors, designed by Studio Gram, pay homage to the stainless steel and copper features in the microbrewery and distillery, with timber and concrete elements crafted by local trades.
With capacity for 400 people, the modern restaurant and bar facilities feature a beer-inspired menu and a range of Coopers beers on tap, as well as special release craft beers from the microbrewery.
Industry hall of famer Peter Morelli has been appointed venue manager.
Two weeks after opening, the Friday lunch sitting was packed but Tim is quick to say that “it has not been our intention to set ourselves up in competition with our customers, namely the publicans.
“The idea was to create a cellar door type of experience where people could do tours of the brewery and then have lunch afterwards if they choose.
“This is really an opportunity for us to showcase Coopers.
“We want to be able to welcome not only local people but also people from interstate, get them inculcated in the tradition of Coopers. We want them to understand what's different about Coopers with the naturally conditioned beers, explain the art and science of brewing generally, and expose them to our history.”
Like many AHA|SA member hotels, the latest Coopers venture is a significant investment by a local family company.
More than 500 on-site jobs were created during the construction phase.
Tim calls it “our vote of confidence in the future of Coopers and Australia’s manufacturing industry”, with Built chosen to deliver the two-storey building.
The Coopers Foundation
The popular Coopers Brewery tours are back!
Now included in the tour is the new facility and interactive history displays, with special VIP options available for those wanting to treat themselves to the ultimate experience.
As in the past, proceeds from the tours will go towards the charity work of the Coopers Foundation.
“Since we started the tours, the money has always gone to charity through the Foundation,” said Tim.
A Family Affair
Tim’s eldest daughter, Louise, played a key role in the tender process for the new visitor centre, leading to her role as Project Manager during the construction phase. Louise has degrees in law and psychology and previously worked as a lawyer for more than seven years.
Currently involved in the final commissioning of the microbrewery and distillery is Tim’s son, Iain. He studied economics and media at the University of New South Wales, before his brewing DNA kicked in and he moved to Edinburgh in the United Kingdom to study brewing science. This then led to a multi-year career with Carlsberg in Denmark, before returning to the family business.
In the boardroom, Andrew Cooper has replaced his father, Glenn, as a board director. This makes him the first of the sixth generation to become a director in the business.
When he started at Coopers, Andrew was the second of the family’s sixth generation to be involved in the business, following in the footsteps of his sister Rachel who worked in marketing for a few years. Meanwhile, Melanie Cooper was appointed to replace Glenn as Chair of Coopers.
