Coopers Brewery: A family firm competing with the big boys

The Australian brewing sector has been subject to ever-increasing concentration over recent years. Yet one firm, Coopers Brewery of South Australia, has managed to expand its market share in a highly competitive trading environment. This paper considers how Coopers, one of the few family firms ‘of stature’ in that sector, has succeeded. With fifth-generation family members in charge at the company, Coopers has been able to distinguish itself from its main competitors in the sector, two multinational conglomerates with a combined market share of over 94 per cent. Coupled with investment in production facilities, the case study firm’s expansion into new domestic and international markets has proved to be profitable. Part of Coopers’ success lies in the niche marketing strategies it has employed – strategies which emphasise the company’s unique products and stress their history and traditions. The concept of the extended family is highlighted through the company’s approach to its consumers and staff members. Philanthropic activities also enhance the company’s reputation in the community at large. In summary, the case provides clear evidence of how one company has been able to draw on its traditions whilst at the same time maintaining its relevance to the market