Overall flat consumption and ever-increasing competitive pressures in the U.S. beer industry have driven the market leaders to rely more on packaging as a tool to boost sales.

For Coors Brewing Co., Golden, CO, one recent tactic is Cold Wrap™ bottles, which employ a wraparound label on 12-oz glass bottles of Coors Light sold to on-premise accounts such as bars and restaurants. The idea is to keep the brew cold longer by reflecting heat from the consumer’s hand.

The Cold Wrap label was developed through a collaborative effort by Outlast Technologies Inc. and Smyth Companies Inc. The back side of the label is coated with Outlast technology to create a barrier between the container and hand. Outlast is a formulation of Thermocules™ or microencapsulated phase-change materials that are applied to fibers, fabrics, and coatings to continuously absorb body heat.

Smyth produces the label out of Outlast material and a lamination of clear polyester to metalized polyester. The labels have a tactile finish.

Jim Kellen, Coors Light Brand Manager, says the Cold Wrap bottle is exclusive to Coors for “at least one year.”

“The Cold Wrap bottle is a fusion of rocket science and Rocky Mountain cold refreshment,” Kellen says. “We’re working with Outlast technology to implement the same insulators that were developed for space travel. … We can tell you that Coors is not passing costs on to the consumer.”

By Jim Butschli, Packaging World