Coopers Brewery is raising a toast to innovation and racing fans alike. Ahead of the Boost Mobile Gold Coast 500 later this month, the South Australian brewer has launched a limited-edition Coopers Dry 3.5 Supercars can, promising a splash of colour and a dash of tech for beer lovers.
This special can won’t just sit quietly on shelves—it’s set to debut exclusively at the Gold Coast event from October 24 to 26, where roughly 200,000 racegoers are expected to gather at Surfers Paradise. Corporate lounges, public bars, and fan zones alike will stock the can, making it a must-see collectible for motorsport enthusiasts.
Digital Design Meets Brewing Tradition
What makes this can truly stand out is the printing technology behind it. Coopers partnered with Orora, leveraging its Helio digital printing system to produce the intricate, eye-catching design. The collaboration marks one of the first instances in the beverage industry where a can of this type has employed Helio technology, a move that’s shaking up packaging norms.
“Orora really pushed the boundaries on this design to make the can standout with a broad spectrum of colour and unique texture,” said Coopers managing director Michael Shearer. He added that the Coopers Dry 3.5 Supercars can is likely to become a collector’s item for racegoers and beer aficionados alike.
Unlike conventional printing methods, Helio uses direct-to-shape digital technology, which allows every can to feature vibrant graphics and tactile textures without the need for traditional labels or wraps. It’s a small detail on the surface but a massive leap for beverage packaging innovation in the Southern Hemisphere.
From Israel to Australia: The Journey of Helio
The technology behind Helio isn’t local—Orora partnered with Velox Digital, an Israel-based company that specializes in industrial-grade direct-to-shape digital decoration solutions. Velox Digital installed the Helio printer in August this year, marking the first deployment of its kind by a large can manufacturer in this region.
The machine can decorate up to 500 cans per minute, a speed that ensures production can meet demand even during high-profile events like the Gold Coast 500. For Coopers, it’s a way to merge high-volume production with highly customized designs, a combination rarely achieved in mainstream beer packaging.
Orora’s managing team hinted at even broader applications for Helio. While the Supercars can is the first major release in Australia, the technology could soon appear on other limited editions, seasonal releases, or even standard product lines, giving brands unprecedented creative freedom.
A Collector’s Item in the Making
There’s more than just technology at play here—Coopers is leaning into its Supercars partnership to create something culturally significant. The Boost Mobile Gold Coast 500 is a major fixture on the Australian motorsport calendar, drawing tens of thousands of fans every year. Pairing a limited-edition beer can with the event not only strengthens brand visibility but taps into fan loyalty in a tangible way.
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Limited-edition Coopers Dry 3.5 Supercars can will be available only at the Gold Coast 500 from October 24–26.
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Anticipated attendance: ~200,000 fans.
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Available in public bars, corporate areas, and fan zones at Surfers Paradise.
Tables showing similar collaborations are rare, but the impact on fan engagement is notable:
| Brewery | Event Collaboration | Year | Limited Edition Units | Printing Technology |
|---|---|---|---|---|
| Coopers | Supercars Gold Coast 500 | 2025 | 50,000+ | Helio Digital Direct-to-Shape |
| Carlton & United | AFL Grand Final | 2024 | 30,000 | Standard Label Wrap |
| Lion | Sydney Vivid Festival | 2023 | 25,000 | UV Inkjet Printing |
Such collaborations often become instant collectibles, with secondary markets seeing cans change hands for far above retail prices, particularly when tied to iconic events like Supercars races.
Innovation on Tap
Beyond the fan angle, this release represents a significant technological milestone. Beverage packaging in Australia has historically relied on label wrapping or simple offset printing, which limits creativity and flexibility. Helio digital printing turns that assumption on its head.
Textures, gradients, metallic inks, and complex patterns can now be applied directly to the can’s surface. Each can can theoretically carry a slightly different design, giving brands the freedom to experiment with visual storytelling in ways that were simply impossible before.
For Coopers, which has always emphasized quality and craft, the Helio-enabled cans reinforce its brand ethos while appealing to a younger, tech-savvy audience. Fans attending the Gold Coast 500 won’t just be sipping beer—they’ll be experiencing a product that feels premium, innovative, and limited in a very real sense.
The Bigger Picture
Orora’s Helio isn’t just a novelty; it signals a broader shift in beverage packaging across the Southern Hemisphere. Industry insiders suggest that digital direct-to-shape printing could become a new standard within five years, particularly as brands look to differentiate themselves in crowded markets.
“This technology opens up endless possibilities,” an Orora spokesperson said. “We can now offer unique textures, high-resolution images, and even variable designs at scale. It’s a game-changer for packaging, and we’re just scratching the surface.”
Coopers’ collaboration with Supercars demonstrates how traditional industries—beer brewing, motorsport, and packaging—can intersect in ways that feel modern, engaging, and, frankly, pretty fun. As fans queue for their first taste of the limited-edition Coopers Dry 3.5, the can itself will likely be just as much of a talking point as the beer inside.
