[USMA:32181] FW: Coopers Micro Brew Kit - "Metric for US Market"

[Brenton]

On 2005-01-13 I sent this post, but unfortunately it did not seem to strike a chord with anyone here.�   I hoped that a product, which has been successfully imported into the US with metric only supplied equipment ( �C thermometer and a litre marked vessel) may have had some stirred some interest by the US readers on this forum.� Hopefully to stage that one of you may have purchased the said product to confirm my fully metric claims. (You would have got to drink the home made beer at the end of the exercise too.)   But alas, it is appears that there are no beer lovers here…� L   Brenton, Australia   From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED] On Behalf Of Brenton Sent: Thursday, 13 January 2005 10:37 To: U.S. Metric Association Subject: [USMA:31890] Coopers Micro Brew Kit - "Metric for US Market"   In the December issue of the US magazine Popular Science, which is reprinted in Australia, I noted in the advertising section on page 152 an advertisement for a home beer brewing kit.  The colour photo of the kit displayed the brand name Coopers.   Coopers are a popular Adelaide, Australian based company that manufactures beer, predominately here on tap and in pre-packed bottles.  I am aware they have a home brewing kit, and that they export it to many countries.  I noted they translate the instructions into five different languages.   There appears not to be separate instructions printed in US Customary for the US market.  I downloaded the full instructions as PDF document as directed in the US web site from the advertisement and they were fully metric.  Click here to download it, or find it yourself on www.makebeer.net   From the media release (see below), I note it may have been available in the US market for two years.  It appears that consumers have not demanded US Customary instructions, and are they are accepting the metric ones.   It would be interesting if anyone one reading this email actually purchased this kit in the US, and verified that there is no US Customary insert or similar.  If this is the case, then it demonstrates the ability of the US consumer to learn and use metric.  “I suppose the incentive is the beer at the end of it.” J   ===================================================================== Advertisement JUST ADD WATER It is really that simple! The Micro-Brew Kit contains everything you need to brew your own traditional beer.  Visit us at www.makebeer.net or call us at 888-588-9262 to learn more about making beer at home and order your kit. Reference: Popular Science – P 152, December 2004 ===================================================================== Media Release 10 October, 2003 COOPERS TARGETS NEW USA MARKETS   Australia’s sole remaining family owned brewery, Coopers Brewery, is looking to expand its beer sales in the United States of America by targeting those states in which it is not currently represented.   Coopers Executive Chairman, Glenn Cooper, and Export Manager, Terry Miniken, have left Adelaide to attend the American National Beer Wholesalers Convention in Las Vegas from October 12-14.   The convention, the largest gathering of its type in the world, attracts beer wholesalers from across the USA as well as major international brewers. It is the first time Coopers has attended.   Mr Cooper said that the convention was an ideal opportunity to meet wholesalers who might be able to help Coopers further develop its US business.   “Coopers is currently sold in 32 states in the US,” he said.   “We are looking at exposing our brand to more of the trade to build distribution in the remaining states and the convention is an ideal opportunity to achieve this.   “Our bottled beer exports to the USA have been doubling each year for the past four years and it is important that we continue to build this momentum.   “There is a growing trend in America, as elsewhere, for premium beers, particularly naturally brewed beers like ours, which provides Coopers with an exciting opportunity.”   Mr Cooper said the US was a peculiar market because of the different laws which applied in each state covering such matters as labelling, taxes, alcohol content and even drinking ages.   He said that in many ways it was like trying to break into 50 different countries rather than just one market and it was essential to deal with wholesalers who were experienced in dealing with these differences.   Mr Cooper said the principal Coopers beers exported to the US were Sparkling Ale, Pale Ale and Stout, although the first shipment of Dark Ale had recently been shipped out.   Ahead of the convention, Mr Miniken will also be attending the United States Australian Football League (USAFL) Coopers Nationals, which are being played in Kansas City on October 11 and 12. Coopers is the major sponsor of the event, which attracts teams from 35 states.   Reference: http://www.coopers.com.au/files/USA%20MARKET.doc   =====================================================================