Busch Light Follows Coors Light With Cold-

Activated Bottles
Anheuser-Busch Brand Makes Temperature a Focal Point

By E.j. Schultz

Published: October 19, 2010

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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