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Beer label exudes mystery

Leading global brewer Anheuser-Busch InBev has launched a beer with a difference.

Tactile and thermochromic inks make this bottle's labeling special.
Tactile and thermochromic inks make this bottle's labeling special.

Oculto, meaning "hidden" or "waiting to be found,” is a tequila-flavored beer infused with blue agave for a bright citrus flavor.

Launched on Friday the 13th the brand encapsulates mystery and intrigue, says Jorn Socquet, vice president of marketing at Anheuser-Busch. “While launching on Friday the 13th may seem unlucky, we’re challenging the superstition. It fits Oculto perfectly. It’s unique. From our approach to our packaging, we’re doing things differently.”

Annual Outlook Report: Automation & Robotics
What's in store for CPGs in 2025 and beyond? <i>Packaging World</i> editors explore the survey responses from 118 brand owners, CPG, and FMCG <i>Packaging World</i> readers for its new Annual Outlook Report.
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Annual Outlook Report: Automation & Robotics
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Break out of the ordinary: see what’s new in packaging & processing!