Download this free, 104-page Labeling Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.
Learn more >>
Article |

Coors kicks off season with football bottle

Coinciding with the start of the National Football League season last month, Golden, CO-based Coors Brewing issued a limited-edition "Pigskin" bottle debossed with leather-like grain, dimples and stitching found on real footballs.
FILED IN:  Venue  > On-premise

Pigskin graphics also adorn 12- 16- and 24-oz cans but it's the 12-oz NR amber glass bottle that's especially striking. The nationwide sale ran for four weeks.

Longneck bottles for both Coors Light and Original Coors brands were produced at the Atlanta plant of Owens-Brockway (Toledo OH) via the narrow-neck press and blow method. Coors applied clear body and neck labels that complement the bottles showing a football on the main label. The 2-mil biaxially oriented polypropylene pressure-sensitive labels were from Spear (Mason OH). They were printed in four colors via a rotary letterpress. That differed from the applied ceramic labeling decoration Coors used for a special-edition baseball bat-shaped bottle it launched in March '96 (see Packaging World May '96 p. 8).

Sold only in cases of 24 the crowned Pigskin bottles went primarily to on-premise accounts. Dave Taylor corporate communications manager says the 12-oz bottles were sold at the same price points as standard bottle offerings. The company wouldn't reveal volumes.

According to a press release introducing the special package "The bottles' pressure-sensitive labels provide laser-sharp graphics that appear as if they were painted on the bottles." Coors' Patrick Edson marketing director packaging innovation says "the new football bottles and cans are going to amaze customers."

Related Sponsored Content

42 Best Package Designs: All New for 2016
Sign up to receive timely updates from our editors and download this e-book of our editors’ selections for most innovative package designs of the past year.


Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
Each newsletter ranges in frequency from once per month to a few times per month at most.