Caffrey's is first ale to break into chilled sector

25 July, 2008

Coors is giving Caffrey's a temperature indicator in what it says is a first for the UK ale market, as part of a new look for the brand.

From this month all new Caffrey's cans will have a thermochromic ink chill-spot in the shape of a Celtic knot, which turns blue when the ale is the right temperature to serve.

Coors portfolio activation director David Wigham said: "Research tells us that lager drinkers are really motivated and excited by this innovation, with 62% saying that they want this feature on their cans. Caffrey's is the first ale to launch this technology, and as it was developed to be served at the same temperature as lager, we are sure it will be a big hit with drinkers as well as creating stand-out on shelf and in chillers for retailers."

Coors hopes Caffrey's new "contemporary" look will attract a younger generation of drinkers to the beer, and is installing Caffrey's Cold Points in the on-trade as well. The brand was developed to be served colder than other ales at 4-6ļC. Its annual sales were down 12% in the last OLN Beer Report in November 2007.

Coors first introduced temperature

-sensitive indicators on Coors Light in 2005, and has since put them on packs of Carling and Grolsch.

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