Caffrey’s – the original cold ale, is the first ale to feature temperature sensitive indicators on its packaging this Summer.
Thermochromic ink, in the design of he Caffrey’s Celtic knot, will feature on all new Caffrey’s packaging from July, turning blue to signal to drinkers when the can is at its ideal serving temperature.
Coors Light was the first lager to launch with temperature sensitive indicators in 2005. Carling was the first mainstream lager to launch the same technology on its steel cans and bottles in 2007.
Coors Portfolio Activation Director, David Wigham commented:
“ Research tells us that lager drinkers are really motivated and excited by this innovation, with sixty-two per cent saying that they want this feature on their cans. Caffrey’s is the first ale to launch this technology and as it was developed to be served at the same temperature as lager, we are sure it will be a big hit with drinkers as well as creating stand out on shelf and in chillers for retailers.
The temperature sensitive indicator and Caffrey’s widget will ensure that consumers get the perfect ‘at home’ drinking experience.”
Caffrey’s was always developed to be the original cold ale, served at an ideal drinking temperature of between 4-6 degrees. Its new contemporary design aims to attract a younger generation of ale drinkers, reflected also in the on-trade drinking experience with the installation of new Caffrey’s Cold points on Coors cold beer station.
The roll-out of Caffrey’s cold serve ale will be supported by a programme of below the line promotional activity in all channels, including feature display and bespoke in store activity.
