Cold activated label: drink cool!

by Eve Resnick on October 27, 2008

in General

Want to know something really cool? It’s the new cold activated label of the Coors light beer. How does it work? Do you see the beautiful mountains in back of the name? They turn from white to blue when your bottle reaches the ideal drinking temperature – 4° Celsius or 39° Fahrenheit.

The best part is that it is also true the other way around. You got your beer out of the fridge at the perfect temperature and then left your drink somewhere while talking on the phone or pulling weeds in the garden? The mountains will turn white again to let you know you should put your drink back in the fridge!

This technology is available in Canada for now. What is its impact on the consumers? Prof. Rob Warren, I.H. Asper Executive Director for Entrepreneurship at the University of Manitoba in Winnipeg, Canada, told journalist Renee Alexander that “breweries need to do whatever they can to stand out from the competition in the mature beer market. He says the cold certified bottle technology will attract some beer drinkers to Coors Light who are looking for convenience or wanting to try something new. “Or they could be people who don’t care what they’re drinking but they just want to make sure it’s cold. There’s nothing worse than having a warm beer at a barbecue or when you’re outside on a hot day. This technology is saying, ‘It’s ready to drink,’” he says.”

Enjoy your cool beer!

{ 1 comment }

1 Amy Atwood October 27, 2008 at 9:26 pm

This would be a great tool for the wine world.
Except there would be endless arguments about the proper serving temperature:)

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