Coors Light has introduced what is claimed to be the world's first beer cans with sun activated ink technology exclusively to the Canadian market.
The cans will be available across the nation and are claimed to be Summer Certified. The cans come in limited edition designs painted in photochromic ink which is almost invisible until the cans are exposed to UV rays.
When the cans come under the sun, the colours on the cans are revealed instantaneously. Coors Light also claims that this is the first time that such ink technology has been used anywhere in the beverage industry.
The company stated that the bright colours activated by UV rays is not indicative of changing temperature of the beer, but in fact, the cans have been painted with thermochromic ink. This turns the mountain iconography on the can into blue colour. This indicates that the beer is ‘Cold Certified’ and ready to drink.
Coors Light says that the cans have been designed in such a way to encourage its consumers to get outside and have some summer fun. The cans will come in 335mL and 473mL, all through the summer till Labour Day and will be available at local stores.
Molson Coors Canada marketing senior director Chris Waldock said: "To enjoy the best of summer, you simply have to get outside in the sunshine with your friends and family, and these cans will come alive with you during your favourite summer moments.
"We have a long history of innovative packaging that sets us apart; these new Coors Light Summer Certified cans are taking it to a new level of cool and we hope Canadians will get outside this summer and enjoy them!"