The world’s first bi-colored beer package comes out!

Discoloration packaging is nothing new. If it can change color twice?

Coors Light, a light beer owned by Molson Coors, has introduced a package that changes in temperature and light. At the optimum drinking temperature, the canned blue color appears; when the consumer places the bottle under the sun, yellow, orange, and red colors appear on the package. It calls itself "the world's first beer that can be activated by sunlight."

This package uses inks that have a warm and light-sensitive technology. The appearance of UV-activated orange and yellow ink does not mean that the beer is too warm. Garrick Frittelli, marketing manager for Coors Light Beer, says the lower the temperature, the brighter the colors.

This series of limited edition beer has a total of 6 designs. This will allow 355 ml and 473 ml beer to be sold in the Canadian market. "Hope that Canadians can go outdoors to drink," said Molson Coors.

Garrick Frittelli, its marketing manager, said: "Our market research shows that the first driving force for consumers' willingness to buy is 'packaging', which can bring vivid colors to packaging in an unprecedented way."

This technology is realized thanks to a company called Chromatic Technologies, Inc (CTI) in the United States. It is currently the world's largest manufacturer of color-changing inks, allowing inks to change color based on temperature or light on the packaging material. Its technology also includes fluorescent inks, or techniques that allow some part of the package to change color after the product is consumed/consumed. The company also introduced color-changing packaging for Coca-Cola in Australia.

CTI began to seek cooperation with Coors, which is also headquartered in Colorado, approximately in 2001. Until 2009, Molson Coors officially adopted a large-scale discoloration package: At about 4.5 °C, the mountains on beer packages turned into pale blue icebergs. This package has brought great attention to Coors light beer. Although the entire mass beer industry was flat during the year, Coors Light Beer's sales increased by 3%.

Also worth mentioning is that in 2007 or so Coors pale beer has positioned itself as "cold beer." This core appeal once made Coors Light Beer more stable than competitors Bud Light and Miller Lite. Facts have proved that the brand image of “most refreshing beer” is finally bought by consumers. In 2011, it surpassed Budweiser Beer and became the second largest sales volume in the US after Budweiser. Sub-brand, the market share is about 8.2%.

When many consumers turn to craft beer, it is more and more important that mass beer, which is difficult to differentiate in terms of taste, can be highlighted through marketing. This is why Budweiser this year will also launch beer with “U.S.” printed on the packaging. The difference from last year is that it will also be printed with a specific origin and local motto.