Carlsberg Prepare for a Summer of Cider with Rexam’s Thermochromic Ink

Rexam's thermochromic ink is heat sensitive, and changes colour when the optimum drinking temperature for the cider has been reached.

14 Apr 2010 --- Rexam, a leading global beverage can manufacturer, has been chosen by Carlsberg, the number one brewer in Northern and Eastern Europe, to supply limited edition cans for its Somersby Apple Cider during the summer season.

The cider has been popular since its launch a couple of years ago, and so releasing a limited edition can will help to ensure the cider's continued popularity during the summer months. The cans will be available in Denmark from the beginning of May until the end of August, and will completely replace the regular Apple cider cans for this period.

Rexam's thermochromic ink is heat sensitive, and changes colour when the optimum drinking temperature for the cider has been reached. This indicator makes it easier for consumers to enjoy the beverage to its full potential.

The 33cl aluminium promotional cans will be produced at Rexam's Fredericia plant in Denmark, and will be supported by a marketing campaign focusing on outdoor events and cold elements that will help to activate the thermochromic ink. With a target audience of young professional adults, who enjoy new experiences and experimenting, the cider will be sold in both the on and off trade in a wide range of outlets from night clubs and cafes, to supermarkets and other retail outlets.

Marc Larsen, marketing consultant for Carlsberg, commented on the perfect match between the cider and thermochromic ink cans; "Cider is a very refreshing product that is even more enjoyable when served ice cold. The thermochromic ink on these limited edition cans function as a perfect indicator for the cider's drinkability. It is a way for us to ensure that consumers enjoy ultimate refreshment in the hot summer months."

Steve Howell, innovation manager at Rexam Beverage Can Europe, added: "The design benefits of thermochromic ink offer a clear advantage for our customers in product differentiation. The combination of the aluminium can, already well known for its chilling properties, with a thermochromic indicator, gives the Somersby brand a real connectivity with its consumer."