👉 Background: Coopers beer is the oldest Australian-owned brewery dating back to 1862. It currently has around 5% of the national beer market with its pale ale and sparkling ale beers. But, over the past few years, it has struggled to compete against the likes of Asahi and Lion.

👉 What happened: Now, Coopers has bounced back with a nearly 6% jump in profit to $23 million — all thanks to a secret little weapon of theirs - the home brewing beer kit.

👉 What else: As Aussies are feeling more financially-stressed, they’re turning to home brewing as value-for-money. Coopers now owns 90% of the home brewing kit market in Australia and the market has grown rapidly since the cost-of-living challenges. And Coopers has really leaned in.

What's the key learning?

💡Understanding consumer behaviour trends is vital for any business, especially in the alcoholic beverages industry.

💡Beer brands are facing some major challenges right now:

• Cultural shifts are having a huge influence on how and what people choose to consume. For example, after-work drinks aren't as popular now with many people working from home.
• Tough economic conditions have turned alcohol consumption into a pretty expensive hobby with price rises each year.
  

💡With the home-brewing kits, Coopers is showing that it’s possible for companies can re-invigorate a product despite the challenges in the industry. No surprises here: Cooper’s last spike in home-brewing sales was during the global financial crisis in 2008 - so clearly it's a sign of the times.