Coors Brewers has used new cold-activated technology in a packaging redesign for Coors Light beer. When the bottle or can reaches ready-to-drink temperature the Rocky Mountain icon turns blue.

The new format would create a point of difference among rival light beers, claimed Andy Cray, director of customer marketing.

“This innovation positions Coors Light as the beer that delivers,” he said. The launch will be promoted in a national poster campaign next week, plus trade press advertising and point-of-sale material.