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The cocktails are made the old-school way, using
traditional recipes and mixology techniques. The
point of difference is that its cocktails are crafted in
small batches, then decanted into 30L kegs.
Keg technology enables bartenders to serve
'proper' cocktails through existing beer taps in less
than ten seconds. This facilitates short wait times
at the bar, precise measurements and consistent
product quality with a 400 per cent margin. Bar
staff do not need any special cocktail training, and
traditional cocktail cues are retained through using
recommended glassware and garnishes.
Mister Mixer will soon start distributing
through ALM, making it easier for venues to access
Canadian Club & Dry Draught has positioned
itself amongst Australia's biggest beer brands as
a refreshing alternative to beer, and has found
a following amongst beer drinkers and non-
traditional dark spirit drinkers alike.
Canadian Club & Dry Draught is made with
smooth Canadian Club Whisky and crisp dry ginger
ale and provides a refreshing alternative to premium
draught beer and cider.
Lightly carbonated, C.C. & Dry Draught is a
convenient way for consumers to enjoy the fastest
growing RTD trademark in Australia, and the
fastest way to enjoy higher margins and more
profits. Importantly, the growth of C.C. & Dry
Draught is being driven by consumers who are
non-regular RTD drinkers, providing incremental
Launched in December 2012, C.C. & Dry
Draught is now poured in over 500 venues across
Australia and is available in 30L and 50L steel kegs.
Tiffany Madsen, brand manager of Canadian
Club, says that it was generated from a growing
opinion that beer was boring and predictable.
"Canadian Club is a quirky, different brand that
offers something to drinkers who don't just want
beer. It's a light and refreshing easy drink, served
over ice with a slice of lime," Marsden says.
Unlike traditional beers, Canadian Club & Dry
is marketed to both men and women, with an
advertising campaign focusing on the choice made
at the tap, and the successful 'Over Beer?' slogan.
"As a core part of the brand strategy, the now
Serving C.C. & Dry Draught through the beer taps
is taking the brand to a whole new consumer set
on-premise," Marsden says.
Discounting on packaged
products and twice-yearly excise
increases on beer is having
a significant impact on beer
consumption patterns in Australia,
according to Coopers Brewery.
Coopers national sales and
marketing director, Cam Pearce,
says a definite trend has emerged
towards greater consumption of
packaged products at the expense
of draught beer across Australia.
"Coopers has certainly
noticed the change as it has
been reflected in our production
figures," he says.
"While we are making and
selling more beer, this increase
has come from packaged beer,
rather than bulk, or kegged beer."
In 2013-14, Coopers' total
beer sales for the year increased
8.1 per cent to a record 75.3
However, total bulk or kegged
beer sales had fallen 1.5 per cent,
while packaged beer sales had
risen 10.3 per cent.
Pearce says bulk, or keg
sales, represent 17.5 per cent of
Coopers' total volume in 2013-14,
compared with 19.2 per cent
the previous year, with this fall
expected to have continued
"It is a trend which has been
accelerating in recent years,"
"While Coopers continues to
provide strong support towards
the on-premise market, especially
for Coopers Original Pale Ale,
where sales remain very strong,
the figures speak for themselves."
Pearce explains hotels that
had successfully established
themselves as destinations, still
had strong draught beer sales, but
many other hotels now appeared
to be increasingly relying on their
He says draught sales were
being affected by the increased
number of home bars and
home theatres being built which
encouraged people to stay at
home rather than travel to hotels
Draught cocktails facilitate short wait times at
the bar, precise measurements and consistent
product quality with a 400 per cent margin.
TAP. Wines' 20 litre kegs
Canadian Club & Dry Draught
Mister Mixer taps
You can serve a Mister
Mixer cocktail in less than
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