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Coopers launches ‘on trend’ extra pale ale

By AAP Newswire

Coopers has launched an extra pale ale to compete in the growing craft beer market and lure back drinkers who have strayed from the Adelaide-based brewer for trendier brands.

Senior brand manager Tanya Wojcik said the Australian-owned company wanted to launch into the "on trend" XPA category to attract a new crowd and appeal to those who have moved away due to wider market choice.

"Coopers is often known as the original craft beer - we were one of the very few," Ms Wojcik told AAP.

"People who started drinking Coopers in their early 20s, and then started to look at other beers as craft emerged, are coming back to us."

Marketing and innovation director Cam Pearce said XPA was still developing as a category in Australia but had grown strongly elsewhere.

"We believe we have the opportunity to influence how the category progresses in Australia by providing a high-quality example of this style of beer with high drinkability," Mr Pearce said in a statement on Friday.

XPA is made from American hops with a citrus character and Australian malt, which Mr Pearce describes as "a smooth and very drinkable hoppy beer".

Coopers will roll out XPA kegs to hotels around the country following its launch in Melbourne on Friday.