Coors "cold-activated" bottles launched for on-trade

Coors has launched on-trade only bottles of Coors Light featuring "cold-activated" thermochromic ink.

A new burst of advertising activity is based around the launch of 330ml bottles featuring a version of the mountain logo that turns blue to signal when it is at the optimum drinking temperature of 2ºC.

Having utilised thermochromic ink with Carling since 2007 and on Caffreys cans more recently, Coors is putting its faith in the technology as something that provides a point of difference from rival packaged brands.

Supported by a national poster campaign due to break on September 22, the Coors Light cold activated launch will also feature on new-look point of sale material.

Coors Light director of customer marketing Andy Cray said: "We know consumers demand cold beer and this exciting cold innovation truly positions Coors Light as the beer that delivers on their needs.

"The new pack's design not only drives global brand consistency but also delivers great shelf and fridge standout with its premium silver and bold, modern branding."

Coors Fine Light was launched as a five per cent product in 2003, but subsequently relaunched in September 2007 as a 4.5 per cent ABV easier-drinking lager designed to be served cold. Since then, the brand has grown by 27.5 per cent, according to Nielsen.

This growth has been fuelled largely by sales in launch partner JD Wetherspoon's pubs, where 10 million pints of the draught product have been sold.