Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.

Coors comes in to the cold

Cold wrap bottles and cooler box help Coors deliver ‘Rocky Mountain cold refreshment' to consumers.

COOLER BOX. A successful 2005 summer convinced Coors to bring back this plastic cooler for 18-count cases of 16-oz plastic-bottl
COOLER BOX. A successful 2005 summer convinced Coors to bring back this plastic cooler for 18-count cases of 16-oz plastic-bottl

In recent years, overall flat consumption trends and ever-increasing competitive pressures in the U.S. beer industry have driven market leaders Miller Brewing, Anheuser-Busch (see sidebar), and Coors Brewing to rely more on packaging as a tool to boost sales and revenue.

In May, with the summer selling season approaching, Golden, CO-based Coors Brewing Co. introduced Cold Wrap™ bottles, which employ a wraparound body label on 12-oz glass bottles of Coors Light sold to on-premise accounts such as bars and restaurants. The idea is to keep the brew cold longer by reflecting the heat from the consumer's hand.

Coors was the first company to use the Cold Wrap label, which was developed through a collaborative effort by Outlast Technologies, Inc. (www.outlast.com) and Smyth Companies, Inc. (www.smythco.com). The back side of the label is coated with the Outlast technology to create a barrier between the container and hand.

Smyth produces the label out of Outlast material and a lamination of clear polyester to metallized polyester. The labels have a tactile finish. Roll-fed labels are shipped to Smyth's Golden, CO, labeling facility where they're applied to Coors' glass bottles on equipment from B&H Labeling Systems (www.bhlabeling.com). Outlast and Smyth worked together since 2004 on the project and filed a patent application together for beer labels. Jim Kellen, Coors Light brand manager, says the Cold Wrap bottle is exclusive to Coors for “at least one year.”

“The Cold Wrap bottle is a fusion of rocket science and Rocky Mountain cold refreshment,” says Kellen. “We're working with Outlast technology to implement the same insulators that were developed for space travel.”

Annual Outlook Report: Workforce
Hiring remains a major challenge in packaging, with 78% struggling to fill unskilled roles and 84% lacking experienced workers. As automation grows, companies must rethink hiring and training. Download the full report for key insights.
Download Now
Annual Outlook Report: Workforce
2024 PACK EXPO Innovations Reports
Exclusive access: Packaging World editor-curated reports revealing PACK EXPO's most groundbreaking technologies across food, healthcare, and machinery sectors. Each report features truly innovative solutions selected from hundreds of exhibitors by our expert team. Transform your operations with just one click.
Access Now
2024 PACK EXPO Innovations Reports