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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.”

Coding, Marking, and Labeling Innovations Report
Explore our editor-curated report featuring cutting-edge coding, labeling, and RFID innovations from PACK EXPO 2024. Discover high-speed digital printing, sustainable label materials, automated labeling systems, and advanced traceability solutions that are transforming packaging operations across industries.
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Coding, Marking, and Labeling Innovations Report
Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
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Conveying Innovations Report