16.02.2010

Cold enjoyment from the "talking" container

Coors Light looks brilliant in the thermochromic beverage can from Ball

Ratingen, 16th February 2010 – Enjoy beer ice-cold: Molson Coors Brewing Company (MCBC) is now launching the beer brand Coors Light in the thermochromic beverage can from Ball Packaging Europe in retail stores in the United Kingdom. The large Coors Light logo is printed entirely with the temperature-sensitive ink.  By changing colour, this indicates to the consumer whether the beverage is at the correct drinking temperature - providing that little extra convenience. 

A short time ago they were white, now they are shimmering blue: The Rocky Mountains, logo of the Coors Light beer brand, indicates that the beer is nice and cold and at the right drinking temperature. This is the first time that thermochromic ink has been successfully used for a design covering such a large surface area.  Molson Coors Brewing Company uses this innovative technology to support its marketing strategy which draws attention specifically to the ice cold refreshment of its premium brands. Ball Packaging Europe and its parent company Ball Corporation are supplying Coors Light with thermochromic cans in the US and now also in Europe.

"Ball has been the front-runner in optimising the use of thermochromic inks on steel and aluminium cans. Together with MCBC, Ball has launched the thermochromic logo designs for the brands Carling, Caffrey’s, Grolsch Premium Lager – and most recently for the company's 'global flagship' Coors Light brand", says Steve Mitchell, Senior Marketing Manager at Coors Light. As of February 2010, Coors Light in the "Cold Activated Can“ will be available from British retailers. Ball Packaging Europe produces the 330 ml and 500 ml aluminium cans at its Wrexham plant in the north of England. 

The first incarnation of the Coors Light thermo design on the British market includes the entire Rocky Mountains logo in thermochromic ink. The new global design of the Coors Light beverage can involves printing a significantly greater area with thermochromic ink than before.  "Ball Packaging Europe worked closely with MCBC to develop a thermochromic ink system which allows application of such a large area of printing. Our aim was to promote the ice cold refreshment positioning of our brand with retailers, shoppers and consumers", explains Mitchell.

The large-area temperature-sensitive design is of particular benefit to consumers: They can see more quickly and easily whether the beer has been in the refrigerator long enough to gain full enjoyment.  "The can almost talks to the consumer", according to John Reed, Manager Product Commercial at Ball Packaging Europe. "Consumers are able to see at a glance whether the beer is at the optimal drinking temperature or whether it needs to be cooled longer.  This makes the beverage can even more consumer-friendly."

More convenience, same protection

The thermochromic technique is based on special pigments in the inks which change colour as the temperature rises or falls. However, the can doesn't only score highly for its "talking" printing: Just as with conventionally printed cans, thermochromic cans are absolutely light-tight and oxygen-tight, ensure a fresh taste experience at all times and have a long shelf life.  In addition they have a very good environmental score: Beverage cans are the most recycled beverage containers in the world and it is possible to recycle them infinitely without any quality deterioration.

A photo relating to this press release is available under the following link:

https://bpe-pictures.com/ball/ftpHome/upload/files/Cans+Ice.zip

Caption: Show true colours: the thermochromic ink on the Coors Light beverage can turns blue when the beer has reached the optimal drinking temperature.

For media enquiries:
Sylvia Blömker
Director Public Relations
Phone: +49 2102 130 451
Mobile: +49 172 514 1503
sylvia_bloemker@ball-europe.com
Visit us at http://www.ball-europe.com

Ball Packaging Europe
Ball Packaging Europe is one of the leading beverage can makers in Europe with  2,900 employees and 13 production sites in Germany, France, United Kingdom, The Netherlands, Poland and Serbia. The company is a subsidiary of Ball Corporation which produces high quality metal and plastic packaging for the beverage, food and household goods industries.  Ball Corporation also supplies aerospace technology and other technologies and services predominantly to the Federal US government.  Ball Corporation and its subsidiaries employ more than 14,500 staff worldwide and reported a turnover of 7.3 billion US dollars in 2009.

Forward-Looking Statements
This release contains "forward-looking" statements concerning future events and financial performance. Words such as “expects,” “anticipates,” “estimates” and similar expressions are intended to identify forward-looking statements. Such statements are subject to risks and uncertainties which could cause actual results to differ materially from those expressed or implied. The company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. Key risks and uncertainties are summarized in filings with the Securities and Exchange Commission, including Exhibit 99.2 in our Form 10-K, which are available at our Web site and at www.sec.gov. Factors that might affect our packaging segments include fluctuation in product demand and preferences; availability and cost of raw materials; competitive packaging availability, pricing and substitution; changes in climate and weather; crop yields; competitive activity; failure to achieve anticipated productivity improvements or production cost reductions; mandatory deposit or other restrictive packaging laws; changes in major customer or supplier contracts or loss of a major customer or supplier; and changes in foreign exchange rates or tax rates. Factors that might affect our aerospace segment include: funding, authorization, availability and returns of government and commercial contracts; and delays, extensions and technical uncertainties affecting segment contracts. Factors that might affect the company as a whole include those listed plus: accounting changes; changes in senior management; the current global recession and its effects on liquidity, credit risk, asset values and the economy; successful or unsuccessful acquisitions, joint ventures or divestitures; integration of recently acquired businesses; regulatory action or laws including tax, environmental, health and workplace safety, including in respect of climate change, or chemicals or substances used in raw materials or in the manufacturing process; governmental investigations; technological developments and innovations; goodwill impairment; antitrust, patent and other litigation; strikes; labor cost changes; rates of return projected and earned on assets of the company's defined benefit retirement plans; pension changes; reduced cash flow; interest rates affecting our debt; and changes to unaudited results due to statutory audits or other effects.

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