Tap the Bottle, Twist the Cap

Three brewers introduce summer packaging changes

ST. LOUIS -- New packaging should give two beers and one line of flavored malt beverages a boost this summer. Anheuser-Busch's Budweiser, Latrobe Brewing Co.' Rock Green Light and Coors Brewing Co.'s Coors Light, Zima XXX all are getting makeovers.

Anheuser-Busch announced two new Bud bottle designs, one a 12-oz., retro-themed bottle reminiscent of packages distributed in 1918, and the other a new 16-oz. aluminum bottle. Both new bottles, coinciding with the rollout of another packagethe Gold Split Label (circa 1950s) in a three-can serieswill be offered [image-nocss] in bars, restaurants and clubs as well as grocery and convenience stores.

The aluminum bottles began rolling out in March, and the retro packaging will arrive in markets across the country on May 2. The first can in the retro setEagle Claw (circa 1936)hit store shelves nationally on February 14.

We're excited about both new bottles. The retro packing reflects the incredible heritage of the Budweiser brand while the aluminum bottles signify the modern and sleek side of Budweiser, said Andy Goeler, director of Budweiser marketing, Anheuser-Busch, St. Louis. Retro packaging is a perfect fit because Budweiser is an iconic part of American culture, and it has represented our rich brewing tradition for more than 125 years.

A full line of retro-themed TV, radio and print advertising and merchandising materials, including retro bar signs, pilsner glasses and metal serving trays featuring Smiling Charlie, an ambassador of good times (circa 1935) and the famous Budweiser bow tie logo, supports the program.


At Latrobe, Pa.-based Latrobe, Rock Green Light, the low-cal, light-beer counterpart of Rolling Rock Premium Beer, is sporting a bright new look for summer. Green Light has new primary and secondary packaging that echoes the well-known image of Rolling Rock, sharing such familiar brand iconography as the painted green bottle, horse head, saw blade and distinctive typography. The new look also emphasizes Green Lights' low calories (83) as an extra benefit for body-conscious consumers.

In addition to taking on a new look, Green Light also shares the spotlight with Rolling Rock in a first-ever umbrella TV advertising campaign that brings the two brands together. Free Flowing is the creative platform for three new commercials airing on various cable channels, a tagline that relates to the beer, to the individual style of one-of-a-kind target consumers, and also to the spots' distinctive, montage-like visual execution.

The Free Flowing tagline ties directly to the commercials' cinematic approach that is loose, unpretentious, energetic and not overly styled with a mixed media type quality not normally seen in beer advertising.

Coors Light has introduced packaging that delivers the ultimate in cold refreshment: a new quick-cool 8-oz. can and a specially designed 18-pack Plastic Bottle Cooler Box. Now available nationwide, the can is a breakthrough, the company said. Not only does the smaller can cool down faster in the refrigerator or ice chest, it also eliminates the problem of warm beer at the bottom of a larger can. Break-proof 16-oz. plastic bottles mean that now consumers can have beer where glass isn't allowed, such as the pool or the beach. Resealable plastic bottles keep beer colder longer than glass bottles and aluminum cans.

The 8-oz. can is currently available nationwide and the 18 pack Plastic Cooler Box will hit shelves May 1, the Golden, Colo.-based company said.


Finally, this summer, all four flavors of Coors' Zima XXX will be offered in the MiXXX pack, a variety pack. The new 12-pack offers three bottles each of Zima XXX Hard Orange, Hard Black Cherry, Hard Green Apple and Hard Lemon Lime.

Flavored-malt-beverage consumers seek flavor variety, according to Coors, and the MiXXX pack, with its four different flavors, gives retailers a way to drive sales. The MiXXX pack is perfect for summer entertaining because you can offer guests all four flavors when you pick up a single 12-pack at the store, said Sara Mirelez, brand director for Zima XXX.

Zima XXX is 5.9% alcohol by volume and is available in the variety 12-pack of 12-oz. bottles at participating retailers through August.

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