An "ice-cold easy indicator" thermometer turns blue when the temperature is just right, an Anheuser-Busch spokesperson told the publication, 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" (click here for previous CSP Daily News coverage).
The cold-activated bottles are a focal point of Coors' advertising, said the report. It is unclear if Anheuser-Busch plans a big promotional push for its new Busch Light bottles. The subpremium brand traditionally gets less advertising attention than Budweiser and Bud Light, said Ad Age.
The new Busch Light bottles were among the topics Anheuser-Busch discussed yesterday with distributors at a meeting in New Orleans, the report added.
Based in St. Louis, Anheuser-Busch is a leading American brewer, holding a 48.9% share of U.S. beer sales to retailers. The company brews Budweiser and Bud Light, among other brands. It also owns a 50% share in Grupo Modelo, Mexico's leading brewer. The company is a wholly owned subsidiary of Anheuser-Busch InBev.
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