Coors showcases cold-activated packaging that indicates when beer is chilled

Molson Coors Beverage Company has relaunched its “Peak of Technology” campaign in the UK, placing renewed emphasis on the brand’s cold-activated packaging feature designed to indicate when beer has reached an optimal drinking temperature.

The initiative highlights Coors’ use of thermochromic ink on its bottles and cans. The technology changes the colour of the mountain imagery on the pack to blue when the contents are sufficiently chilled, providing a visual cue for consumers.

According to research commissioned by the brand, while 92% of UK beer drinkers say serving properly chilled lager is important when entertaining at home, only 16% typically place beer in the refrigerator two to three hours in advance.

As part of the campaign, Coors has introduced a social media activation featuring Duncan James of the pop group Blue. Consumers are invited to message the brand’s social channels with the word “BLUE” after placing Coors cans in the fridge, after which they receive a video response confirming the beer should be ready to drink.

The promotion is also supported through an on-pack activation running from 13 April to 31 July 2026. QR codes printed on Coors multipack formats – including 4x440ml, 10x440ml and 12x330ml bottled packs – allow shoppers to enter a prize draw for LG American-style fridge freezers, with additional discount vouchers available for participants.

The Peak of Technology campaign has always been about celebrating one of Coors' most distinctive features and helping consumers get the best possible serve every time. Our partnerships with LG and Duncan James allow us to bring this campaign to life in an unmissable way for 2026. The combination of strong in-store activation, a compelling on-pack mechanic, and Duncan's cultural recognition is designed to drive footfall and help our retail partners maximise sales throughout the key summer trading period.

Abigail Spencer, Marketing Controller for Coors at Molson Coors Beverage Company.

The campaign will be supported through off-trade retail activity, alongside social media, out-of-home advertising, television and video-on-demand content during the spring and summer period.