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Anheuser-Busch to Unveil Cold-Activated Busch Light Bottles

Cold-Activated Beer Bottles: Is Busch Light Onto Something?

Anheuser-Busch wants to heat up the competition by cooling down with new packaging. At a distributor meeting in New Orleans, the company revealed plans to unveil new cold-activated bottles for the Busch Light label that will turn blue when the temperature is optimal for drinking.

The "ice cold easy indicator," as it's called, isn't exactly original — it was just used on Coors Light bottles, which have mountains that turn blue, as the company says, "when it's as cold as the Rockies." The reaction from MillerCoors reps has been tepid: "I've heard that's been done before," one spokesperson remarked.

The temperature-sensitive packaging will be central to the bulk of Busch Light's advertising.

While it's a way to spend advertising dollars, I'm pretty sure one can already tell if beer is cold enough just by touching it. What do you think? Can you warm up to this idea?

Source: Flickr User inazakira

Join The Conversation
isahrangme isahrangme 6 years
coors wasn't even the first company to use the "cold indicator". i'm not sure which was the first, but a korean soju company has a little frog on the label turn green when it is cold, and that's been around for a few years already. you don't drink beer for the cold indicator anyway! they should spend more money on MAKING IT TASTE BETTER
snarkypants snarkypants 6 years
hahahaha busch light. does anybody older than 16 drink that stuff?
RoaringSilence RoaringSilence 6 years
It is a silly idea as I'm sure even Coors knows. But it was a nice marketing gimmick, so who would blame them for using it. Now that the novelty has worn off though, what's the sense is copying it? What a waste of money.
TiVo TiVo 6 years
The gimmick doesn't influence my purchasing decision, but I am disappointed in the lack of creativity. Coors already did this - the mountains turn blue. They've been doing that and advertising it for a while now. Could Busch not come up with anything more original? Even the color is the same!
Sundaydrive Sundaydrive 6 years
This is why I drink craft beers. They usually don't need all the bs gimmicks to get people to drink their beers. No ones needs their beer to have a "cold indicator", a votex, or whatever other weird designs they'll come up with next. If the beer is good it'll sell itself.
amber512 amber512 6 years
Doesn't really affect me! Nothing they can do will make beer actually taste good. ;)
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