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Coopers appoint Hospitality Hall of Famer to lead visitor experience


Adelaide, Australia, 3 June, 2024

One of Australia’s most experienced hospitality professionals, Peter Morelli, has been appointed as venue manager at Coopers Brewery.

He will be responsible for the visitor experience at Coopers’ new $70 million development currently under construction at Regency Park in South Australia.

Inducted into the Restaurant and Catering Association of Australia’s Hall of Fame in 2015 for his contribution and commitment to the hospitality and tourism industries, Peter brings a wealth of expertise and an impressive record at the helm of iconic venues.

The highly awarded hospitality professional has built, grown and led teams, and established catering operations at major venues, hotels, restaurants, cafés and cellar doors for more than 30 years.

Most recently, Peter steered the world-renowned visitor food and wine experiences at the d’Arenberg Cube (McLaren Vale) and Penfolds Cellar Doors (Magill Estate and Barossa Valley). He has also overseen hospitality and functions at SkyCity, Adelaide Entertainment Centre, Adelaide Festival Centre and the historic Lion Hotel.

“I’ve enjoyed a close association with Coopers throughout my career and have always thought if the right position came along I would love to join this great family business,” Peter said.

“I’m excited to develop an immersive destination that connects visitors with Coopers’ proud history, provides insight into the brewing process and allows the opportunity to taste the best of Australian beer.”

Having commenced his role at Australia’s largest independent family-owned brewery in May, Peter’s first task is assembling a team that will deliver a world-class hospitality and visitor experience.

“Visitors will certainly notice the wow factor when they arrive here,” Peter said. “The unforgettable experience will focus on ice-cold beers, top-quality food, an enjoyable atmosphere and fantastic service. We want guests to tell their friends and family about it and make it the place they bring visitors from interstate and overseas.”

Coopers Brewery Managing Director, Dr Tim Cooper, said Peter’s expertise in curating some of the country’s most respected cellar door offerings aligned with Coopers’ bold vision for its new development.

“Peter impressed us with his passion for exceptional customer service and dedication to creating iconic hospitality offerings,” Dr Cooper said. “We’re delighted to have Peter on board to help us deliver a truly world-class and welcoming experience for all our guests.”

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