Coopers dark horse play which is entirely my own theory without any basis does make sense. 1. Brand equity and culture is retained......i.e. we didn't sell out to big brewer for the bucks. 2. Immediate brewing capacity in Adelaide for Eastern coast expansion with supply chain logisitics. 3. Digestible acquisition for Coopers. 4. South Australia and Western Australia combined give a substantial market share.
Legitimising The Brand, page-10
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