Kirin’s Australian unit, Lion, has launched new cans with thermochromatic ink for its Kosciuszko Pale Ale.
The cans have two designs – one featuring a snowboarder, and the other featuring a skier – that change colour as the temperature of the can hits 4°C – the perfect temperature to enjoy Kosciuszko Pale Ale.
The launch has been timed to coincide with Kosciuszko Pale Ale’s first marketing campaign, Beer With Altitude.
Lion’s director of craft brands, Malcolm Eadie, said the new cans celebrate the fun and energy of the Snowy Mountains in Australia.
“From the new creative campaign to the cans, Kosciuszko encapsulates the spirit of the mountains and particularly the adventure and fun to be had both on the slopes and après. We see many drinkers enjoying these new cans after a long day on the mountain,” Eadie said.
“And as we approach the warm summer months, we hope the cans will remind people that a refreshing trip to the mountain is never too far away.
“Kosciuszko Pale Ale continues to have a strong presence in pubs and bars, and we hope to see new drinkers and loyal fans of the brand alike adopt the can format.”
He added: “Craft beers are continuing to adopt cans as their preferred pack format, and for Kosciuszko Pale Ale we wanted to stand out from the crowd with this innovative print technology.
“This will help drinkers know when their Kosciuszko is at optimal drinking temperature and ensure the beer’s crisp and refreshing character is enjoyed all year round.”
Lion said Kosciuszko Pale Ale continues to grow in popularity, with sales approaching 4 million litres in Australia each year.
© FoodBev Media Ltd 2020
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