AB InBevs new Oculto packaging was unveiled in Miami

AB InBev's new Oculto packaging was unveiled in Miami

Anheuser-Busch InBev has created a new bottle for its Oculto Tequila beer that lights up when the label is pressed.

The illuminated bottle uses printed electronic pathways, paper batteries, micro switches and LED lights with a pressure sensitive label design, AB InBev said. The pressure switch is placed where the thumb naturally falls while holding a beer bottle, and once pressed, the LED lights begin to shine through the eyes of the mask on the front of the bottle for three to four seconds. 

The bottle was unveiled at an event in Miami last month and will be featured at selected Oculto events throughout next year.

"This technology demonstrates how packaging and marketing can come together to bring consumers a full sensory experience," said Tricia Sime, packaging innovation director for Inland Packaging, which created the bottle. 

AB InBev released its Tequila-flavoured Oculto beer in the US in March this year. The 6% abv spirit-beer uses lager aged on Tequila barrel staves and flavourings, the company said.