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?
