Busch Jumps On Cold Indicator Label Bandwagon

For many years, Coors has been the brewery obsessed with cold. But that may be changing, as Anheuser-Busch InBev is debuting their own cold-activated labels on bottles of Busch Light. ABI is calling their version of the cold-activated label an “ice-cold easy indicator.”


According to an article today by AdAge:

An “ice-cold easy indicator” thermometer turns blue when the temperature is just right, an Anheuser-Busch spokesman told Ad Age, noting that the special packaging has already hit some stores. The innovation resembles what competitor MillerCoors has done with its Coors Light bottles, which feature mountains that turn blue “when it’s as cold as the Rockies.”

“Thermochromatic ink on beer [bottles]? I’ve heard that’s been done before,” said a MillerCoors spokesman.

Coors Light is one of the few big beer brands whose sales are growing, albeit slowly, and the cold-activated bottles are a focal point of its advertising. It is unclear if A-B plans a big promotional push for its new Busch Light bottles. The sub-premium brand traditionally gets less advertising attention than Budweiser and Bud Light.

As far as I’m concerned, the only good reason to make sure either of these beers are cold enough to turn the label blue is so they’re cold enough to numb your taste buds so you can no longer taste them. But it’s that reliance on marketing gimmicks instead of making products people actually want that makes this such a bad idea to me.



  1. Mr. Nuts says

    Actually, those stupid labels do serve a useful purpose. If I’m looking for a really cold bottle of Diet Coke — I can tell if the convenience store I’m in has their coolers turned down nice and low or are barely running them just for show.

    • Jay Brooks says

      Yeah, it probably would, especially if you didn’t know what it was. Once liquid gets cold enough, your taste buds essentially shut down and are numbed, meaning you can’t taste almost anything so I don’t know why toilet water would be any different. If you want to experiment, go ahead, but I think I’ll sit this one out.

  2. says

    It is quite interesting that Anheiser Bush would reserve this cold indicating technology for their absolute worst product. Tongue numbing indeed. Totally essential in this case!

  3. Allen says

    To you who don’t know that toilet water is the same as tap water that you run in your sinks and on your lawns. So actually toilet water is no different. Go drink from your toilet, I would.

    • Jay Brooks says

      Allen, Go for it. Potable or not, I’m still not drinking out of the toilet, not because of the water but because of what else has been there. Would you drink out of a cup someone took a dump in? I’ll still pass. I’m willing to risk your scorn.

  4. John Brooks says

    C’mon, Busch Light is the best low cal beer out there. I like it over and above any other light beer for both flavor and cost, including Blue Light, Miller Lite, Bud Light, etc. A 30 pack for less than 15.00 is what I’m talking about.

    • says

      What you’re expressing there is known as “opinion,” and you’re welcome to it, of course. I continue to think that “best low cal beer” is an oxymoron. I find them nearly flavorless, especially at cold temperatures; which was my point, but perhaps you missed that in your zeal to champion Bud Light. And when did price become a measure of quality? If “that’s what [you’re] talking about,” you’re not speaking my language. I’m willing to bet if you tried all the light beers you mentioned blind you would not be able to pick out your “favorite.” But feel free to drink the crappy beer. It’s just more good beer for the rest of us.

    • Rick says

      I agree with you John. I have always only drank Bud Light till recently. A buddy and I went on a fishing trip, I bought the bait and he bought the beer. Been hooked ever since!

      • Tim says

        If it’s good and cold I basically can’t tell the difference between Bud Light and Busch Light. After a few it really just tastes the same.

  5. jeep caillouet says

    I my dog really likes drinking outta the toilet ,especially after I’ve had a few really cold ones!

  6. Milo in Englewood says

    Great idea! I’m putting an Ice Cold Easy Indicator in the toilet bowl… Thirst quenched with style, baby!

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