Coopers, the Australian brewer, is stepping up its sales and marketing efforts

Coopers, the Australian brewer, is stepping up its sales and marketing efforts

Coopers Brewery has poached a Pernod Ricard executive to lead its sales teams in two key Australian regions. 

Ian Bradshaw, formerly a regional sales manager for Pernod's Australian unit, has taken up the role of Coopers' marketing and sales manager for South Australia and the Northern Territory. He has also joined the Adelaide-based brewer's executive management team and will co-ordinate its marketing activities. 

It is not immediately clear if this is a newly-created role. 

“Part of my job will be to ensure that Coopers continues to grow in a challenging market, with ongoing pressures faced by the beer industry as a whole, and competition from other brewers and beverages,” said Bradshaw, who has also worked for Cascade, Boag's and on the Two Dogs brand. 

The 152 year-old firm, which is majority-owned by the Coopers family, last year spent AUD20m (US$21m) on an expansion project, which included doubling the size of its cellar

In August this year, its rival Lion reported a slip in alcohol volumes in Australia as it pointed to the country's "declining" beer market