Coopers has relaunched in India after the Australian brewery secured a new distributor, VBev.

The deal was supported by the government trade promotion agency Austrade which introduced the brewery to VBev, a major Indian importer and distributor of wine, spirits and beer.

Australia’s largest locally-owned brewery had made a limited foray into India in 2008, focusing on the hotel channel.

‘Coopers is the only Australian craft beer in the Indian market,’ says John Southwell, Trade and Investment Commissioner, Austrade India.

‘VBev’s nationwide network means Coopers’ craft beers will become more widely available to Indian consumers.

‘There are not many imported craft beers as many international beer brands have set up their own breweries in India. We expect Coopers beers to do well in India, especially in states where there is less tax on beer.’

While the entry of a brewery into a new market wouldn’t normally have geopolitical significance, Austrade’s involvement in promoting the deal is part of a strategy to diversify Australian alcohol exports away from China.

Australia’s wine industry was seriously impacted after China imposed high tariffs on imported wine in 2020. It also included tariffs and duties targeting Australia’s barley industry, impacting China’s beer industry too.

Australian Foreign Minister Penny Wong is visiting Beijing today to negotiate directly with Chinese counterparts ahead of a WTO ruling on the trade barriers.

However, it is unlikely the deep issues between the two governments will be solved quickly, hence the opportunity for getting beer into a broader variety of markets.

Whether or not Coopers is able to build a solid foothold in India, Austrade encouraging Australian brewers to make the most of “opportunities in the Indian beer market” – and beyond – is also a potent reminder to the region’s beer industry that partnerships with trade promotion bodies and associations can be powerful and effective.