The funny guys at Coors introduces cold bottle indicator

Coors is often the source of funny and stupid inventions. I have reported on them before (in Danish). If all goes according to plan you can soon look to the mountains on the bottle, and find out whether or not your beer is ready to drink.

The Golden-based Coors Brewing Co. has launched its new Coors Light Cold Activated Bottle. When the beer hits the correct temperature, mountains on the label turn from white to blue. As part of Coors' plans to market the concept nationwide, it has announced the "World's Most Refreshing Happy Hour." Company "ambassadors" will work with retailers to promote the new bottle.

Coors Brewing Company executives, employees and distributors are joining forces to build awareness and trial of the company’s latest innovation, the Cold Activated Bottle. Mountains on the label turn from white to blue when Coors Light is at the optimal temperature for cold refreshment. In cities all over USA, Coors ambassadors will be working with retailers to engage consumers and encourage trial of the Cold Activated Bottle.

When drinkers choose Coors Light, they're looking for refreshment. The Cold Activated Bottle is designed to ensure that drinkers experience the coldest, most refreshing beer possible.

said Andy England, chief marketing officer for Coors Brewing Company.

On May 18, we are celebrating our newest innovation by inviting consumers to come out and raise a cold one for the World’s Most Refreshing Happy Hour.

According to Coors Light research, consumers want to know when their beer is cold enough to drink. The bottle works by Thermochromatic ink that turn blue when Coors Light has been chilled to the perfect temperature for ice cold refreshment. But what if you go colder than that?

In Denmark we have had that system available for years. Small stickers with exact same function, even the colours are the same. But it never caught on.

Here's a crazy idea for the Coors Brewing Co: Come up with a new tasty beer. No really, that IS the idea :-)