• Ad Age, Wednesday, October 20, 2010 10:42 AM

E.J. Schultz reports that Anheuser-Busch is rolling out Busch Light bottles with an "ice-cold easy indicator" thermometer that turns blue when the temperature is just right.

"Thermochromatic ink on beer [bottles]? I've heard that's been done before," says a MillerCoors spokesman. Coors Light bottles, of course, feature mountains that turn blue "when it's as cold as the Rockies."

Schultz says it's not clear how much support A-B plans for new bottles for the sub-premium brand, which traditionally gets less advertising attention than Budweiser and Bud Light.

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