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Tropical Supports Innovation With the Launch of Its New Thermochromatic Labels

30 July 2013

With this initiative, Tropical consolidates the action developed last summer on an ad hoc basis and becomes a pioneer in the food and beverage sector in the Canary Islands

- The new label allows consumers to see, through colour changes, the perfect temperature to consume the beer

- The initiative will be developed permanently for all production of Tropical bottles and cans

Las Palmas de Gran Canaria, July 29, 2013 – Thanks to support for innovation as a key element to improve its products, Tropical introduced a change to its image through the addition of thermochromatic labels for all production of bottles and cans commercialised in the hospitality sector as well as in supermarkets.

The new labels cause the image of the dog, which identifies Tropical, to change colours, going from green to blue once the appropriate temperature is reached for consumption, around 6 degrees Celsius (43 degrees Fahrenheit).

The Tropical packages with the new label, which are already being commercialised all around the island, include the 75-, 33- and 25-centilitre bottles, as well as the cans.

Last summer, with its campaign Tropical Cold, the brand carried out a similar initiative through a limited edition that had excellence public acceptance, in which a thermometer changed colour when the desired temperature had been reached.

Thanks to the good results achieved then, the brand decided to design a new coolness indicator label that will permanently “dress” its packages, becoming the first brand to carry out this action within the food and beverage sector in the Canary Islands.

The addition of these new labels is the result of Compañía Cervecera de Canarias’ ongoing concern for innovation, becoming a constant element in all its brands. These aspects make it a differentiated product and a reference in the market.

About Compañía Cervecera de Canarias

Compañía Cervecera is one of the main national breweries and one of the main engines in the economical and social development of Canarias: it boosts the creation of 7,000 jobs, it is a shareholder of several companies in Canarias, and it gives priority to local supplies in order to carry out its production. The company, part of the international group SABMiller, has more than 300 business owners from Canarias among its shareholders, which are approximately 30 percent of the total and are represented by two members on the board of directors.

Compañía Cervecera produces its own brands of beer, Dorada and Tropical, and Carlsberg under licence. It distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Smithwick’s. It also has other beverages such as the natural drink Appletiser and the energy drink Red Bull.

 

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 

Note, the news release was first published in its local market on July 29th, 2013.

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