Coors Light launches in Silver Bullet bottles

Coors Light has been introduced in the US in 16oz resealable Silver Bullet Alumi-Tek bottles.

"The Coors Light Silver Bullet bottle represents a great opportunity for us," said Rick Gomez VP Coors. "We've seen our past innovations drive share and volume growth. And we're going to really leverage the Silver Bullet bottle to gain incremental distribution."
With its striking design emphasising the Cold Activated mountains, the aluminum bottle reinforces Coors Light's positioning as “the world's most refreshing beer”, according to Gomez.

The bottle delivers portability with a resealable twist off cap and wide mouth opening for a smooth pour. Cold activated technology provided by thermochromic graphics printed on the bottle plus a 'cold activation window' in the secondary packaging lets consumers see that the beer is cold before they buy it. The unbreakable, 100 percent recyclable bottle helps keep beer cold and is perfect for any occasion in which glass may not be appropriate.

1 September 2010 - Felicity Murray