Label turns blue with cold

Coors Brewers is this month launching its flagship brand in a 500ml can with a temperature-sensitive logo which turns blue when it is cold enough to drink.

The new can works through the use of thermochromic ink on the Rocky Mountain logo on the front of the can.

David Preston, Coors Brewers’ director of marketing premium lagers, said: “After the huge success Coors Fine light beer has enjoyed since its off-trade launch in January 2004, the time is right to produce a version of the brand in a can format.

“The panel is an innovation that consumers like and it will play a big part in encouraging drinkers to try the brand.”

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