Heineken UK has developed a new secondary packaging concept for its Sol lager brand, which opens out to offer a cool box that can keep bottles chilled for up to six hours.
The sharing packs each contain 18 330ml bottles and have a recommended retail price of between £14 and £15. The box is watertight, Heineken said, thanks to the way in which the cardboard has been sealed. When folded out, the insulated packaging can be filled with ice to keep the bottles cool.
The innovation will appeal to consumers during a number of summer occasions, including barbecues and parties with friends, and will be available throughout key sporting events such as the 2016 Olympics, European Championship and Wimbledon tennis tournament.
Heineken category and trade marketing director Craig Clarkson said: “Sol aims to recruit new drinkers into the Beer category with its light taste, authentic image and bottle format. As lager is the most popular category choice for consumers hosting a party or watching sports at home, the Sol Cool Box pack, with its ‘ice-cold’ innovation, is an affordable, fun and useful product that will grab their attention.”
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