This package uses inks that are both temperature and light. The presence of UV-activated orange and yellow inks does not mean that the beer is too warm. According to Garrick Frittelli, Marketing Manager of Coors Light Beer, the lower the temperature, the brighter the color.
This series of limited edition beer has a total of 6 patterns. Such 355 ml and 473 ml beer will be available in the Canadian market, "I hope that Canadians can go outdoors to drink" - Molson Coors official said.
Its marketing manager, Garrick Frittelli, said: "Our market research shows that the first driving force for consumers' willingness to buy is 'packaging out'. This ink brings bright colors to the packaging in an unprecedented way."
This technology is realized thanks to a company in the United States called Chromatic Technologies, Inc (hereinafter referred to as CTI). It is currently the world's largest manufacturer of color-changing inks that can change the color of the ink depending on temperature or light. Its technology also includes fluorescent inks, or technologies that allow certain parts of the package to change color after consumption/consumption. The company also introduced Coca-Cola's packaging based on temperature in Australia.
CTI began seeking cooperation with Coors, also based in Colorado, USA, around 2001. It was not until 2009 that Molson Coors officially adopted color-changing packaging on a large scale: at around 4.5 °C, the mountains on the beer packaging turned into light blue icebergs. This package brings a lot of attention to Coors light beer. Although the sales of the entire Volkswagen beer industry remained flat, the sales of Coors light beer increased by 3%.
It is also worth mentioning that around 2007 Coors Light Beer positioned itself as “ice beerâ€. This core appeal once made Coors ale a more stable growth trend than competitors Buddy Light Beer and Miller Lite. It turns out that the brand image of the most refreshing beer has finally made consumers buy a single order: in 2011 it surpassed Budweiser beer to become the second largest US sales after Budweiser. Sub) brand, the market share is around 8.2%.
When many consumers turn to craft beer, it is more important that the popular beer, which is difficult to differentiate in taste, highlights its features through marketing. This is why Budweiser will launch a beer with “United States†on the packaging this year. Unlike last year, it will also print the specific origin and local motto.
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