1 Mar 2010 --- Enjoy beer ice-cold: Molson Coors Brewing Company (MCBC) is now launching the beer brand Coors Light in the thermochromic beverage can from Ball Packaging Europe in retail stores in the United Kingdom. The large Coors Light logo is printed entirely with the temperature-sensitive ink.  By changing colour, this indicates to the consumer whether the beverage is at the correct drinking temperature - providing that little extra convenience.

A short time ago they were white, now they are shimmering blue: The Rocky Mountains, logo of the Coors Light beer brand, indicates that the beer is nice and cold and at the right drinking temperature. This is the first time that thermochromic ink has been successfully used for a design covering such a large surface area.  Molson Coors Brewing Company uses this innovative technology to support its marketing strategy which draws attention specifically to the ice cold refreshment of its premium brands. Ball Packaging Europe and its parent company Ball Corporation are supplying Coors Light with thermochromic cans in the US and now also in Europe.

"Ball has been the front-runner in optimising the use of thermochromic inks on steel and aluminium cans. Together with MCBC, Ball has launched the thermochromic logo designs for the brands Carling, Caffrey’s, Grolsch Premium Lager – and most recently for the company's 'global flagship' Coors Light brand", says Steve Mitchell, Senior Marketing Manager at Coors Light. As of February 2010, Coors Light in the "Cold Activated Can“ will be available from British retailers. Ball Packaging Europe produces the 330 ml and 500 ml aluminium cans at its Wrexham plant in the north of England.

The first incarnation of the Coors Light thermo design on the British market includes the entire Rocky Mountains logo in thermochromic ink. The new global design of the Coors Light beverage can involves printing a significantly greater area with thermochromic ink than before.  "Ball Packaging Europe worked closely with MCBC to develop a thermochromic ink system which allows application of such a large area of printing. Our aim was to promote the ice cold refreshment positioning of our brand with retailers, shoppers and consumers", explains Mitchell.

The large-area temperature-sensitive design is of particular benefit to consumers: They can see more quickly and easily whether the beer has been in the refrigerator long enough to gain full enjoyment.  "The can almost talks to the consumer", according to John Reed, Manager Product Commercial at Ball Packaging Europe. "Consumers are able to see at a glance whether the beer is at the optimal drinking temperature or whether it needs to be cooled longer.  This makes the beverage can even more consumer-friendly."

More convenience, same protection

The thermochromic technique is based on special pigments in the inks which change colour as the temperature rises or falls. However, the can doesn't only score highly for its "talking" printing: Just as with conventionally printed cans, thermochromic cans are absolutely light-tight and oxygen-tight, ensure a fresh taste experience at all times and have a long shelf life.  In addition they have a very good environmental score: Beverage cans are the most recycled beverage containers in the world and it is possible to recycle them infinitely without any quality deterioration.