Coors Brewing has lined up new packaging for its Coors Light beer brand in the UK on- and off-trade.

The UK arm of Molson Coors said yesterday (11 September) that the packaging update will focus on 'cold activated' labelling, produced using thermochromic ink technology to show the customer when the beer is at the optimum temperature to drink. A 'mountain-cut' label will see the mountain image turn blue when the beer inside the bottle is at its best temperature.

Off-trade bottle formats also carry 'cold activated' Rocky Mountains - on both 300ml and new 275ml packs.

Andy Cray, Coors Brewing's director of customer marketing, said: "The new packs designs not only drives global brand consistency but also delivers great shelf and fridge standout."

Supported by a national poster campaign due to break on the 22 September, the Coors Light 'cold activated' launch will also feature in trade press, point of sale and customer activity.