Next generation Thermochromic ink shows ideal drinking temperature of beer
3 August 2009
Grolsch has introduced the new ‘Cool meter' on their cans in the Netherlands, using a recently developed Thermochromic ink. This temperature sensitive ink, which has been developed in partnership with Rexam, indicates when the beer inside is cold enough to drink. The ink, which begins to change colour at 11°C, turns blue when the beer has reached the ideal drinking temperature (between 6° - 8° C). The new ‘Cool meter' will be available on all Grolsch 330ml cans in the Netherlands from this summer on.
The ink has been developed in partnership, between Grolsch & Rexam, using a new generation of Thermochromic inks. Ann Bonner, Market Manager at Rexam says, "The ink has been reformulated and improved to provide a better depth of colour at the required temperature. For the consumers it means that the colour of the ‘Cool meter' is more clearly visible and therefore it is easier to check when the beer is chilled, giving the ultimate, pleasurable drinking experience."
The temperature change interval is set by Rexam beverage Can Europe in consultation with Grolsch. The colour of the ink changes back to the original colour of white when the beer becomes warmer.
Grolsch is the first brand in the Netherlands to use the new generation of Thermochromic ink on a large scale. "We are delighted that Grolsch has received a positive response from consumers about the ‘Cool meter' and we are pleased we could work together to bring this innovation to the market," says Matthijs Jansen, Sales Director Benelux & France at Rexam.
Jan Nales, Director of Marketing at Grolsch: "With the ‘Cool meter' Grolsch makes the consumer aware of the temperature of his or her beer in a unique way. It adds value to our cans, which many will enjoy. Consumers should expect a high-quality beer from us. That also means a can of Grolsch that is cold."
A cold can of beer anytime, anywhere
The Cool meter is part of the COOL campaign by Grolsch in the Netherlands. With COOL, Grolsch will help the consumer enjoy delightfully cold cans of beer this summer. All Grolsch cans are equipped with a Cool meter and have Cooling tips written on them. Consumers can download the Cool alarm and Grolsch is travelling through The Netherlands with its Cool service, which allows consumers to trade in their lukewarm can of beer - no matter what brand - for a cold can of Grolsch. This COOL offensive is part of Grolsch's mission to make sure that everyone can enjoy quality beer anytime, anywhere.
Royal Grolsch N.V. is a company with a history that dates back to 1615. This makes Grolsch one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the Dutch market, as well as a large number of international beverage markets. Grolsch holds a premium position in the world in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, and sharing enjoyment are central themes. Since 2004 Grolsch has been located in a modern brewery complex in Enschede. Since February 12th, 2008 Grolsch has been a subsidiary of SABMiller plc.
To contact Rexam:
+44 (0)207 593 4000
Marketing Manager, Rexam Beverage Can Europe Ltd
+44 (0)1582 408801
Rexam is the No 2 global consumer packaging company. It is the leading global beverage can maker, and a major global player in rigid plastic packaging. Rexam's vision is to be the leading global consumer packaging company. Rexam is a business partner to some of the world's most famous and successful consumer brands as well as young, entrepreneurial start-ups. The company offers a broad range of packaging services and solutions for different industries, using different materials and technologies. Three things characterise the company - leadership in the industry, commitment to innovation and passion to deliver exceptional value. Rexam's sales from ongoing operations are in the region of £4.6 billion. Rexam employs just over 24,000 people in more than 20 countries and is a member of the FTSE 100. Rexam's ordinary shares are listed with the UK Listing Authority and trade on the London Stock Exchange under the symbol REX. For further information, visit Rexam's website at http://rexam.com.