February 16: Cans of Coors Light are being launched in the UK with a label using what is said to be the largest yet area that changes colour when the beer is at the correct drinking temperature.

As the temperature of the beer falls, the whole of the Rocky Mountain image above the Coors Light logo changes from white to blue. Molson Coors Brewing Co (MCBC) says the new label is part of a marketing strategy that “draws attention to specifically to the ice cold refreshment of its premium brands”.

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