Busch Light Follows Coors Light With Cold-Activated Bottles

Anheuser-Busch Brand Makes Temperature a Focal Point

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CHICAGO (AdAge.com) -- Taking a page from a rival's playbook, Anheuser-Busch is rolling out cold-activated Busch Light bottles.

An "ice-cold easy indicator" thermometer turns blue when the temperature is just right, an Anheuser-Busch spokesman told Ad Age, noting that the special packaging has already hit some stores. The innovation resembles what competitor MillerCoors has done with its Coors Light bottles, which feature mountains that turn blue "when it's as cold as the Rockies."

"Thermochromatic ink on beer [bottles]? I've heard that's been done before," said a MillerCoors spokesman.

Coors Light is one of the few big beer brands whose sales are growing, albeit slowly, and the cold-activated bottles are a focal point of its advertising. It is unclear if A-B plans a big promotional push for its new Busch Light bottles. The sub-premium brand traditionally gets less advertising attention than Budweiser and Bud Light.

The new Busch Light bottles were among the topics A-B discussed today with distributors at a meeting in New Orleans.

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