Multisensory labels for mysterious beer
Constantia Flexibles Labels Division create multisensory labels for mysterious new Oculto beer.
Design & Innovation
Coding & Labeling
Beer AND tequila? Muy bueno!
Anheuser Busch InBev recently launched a beer featuring a label that is a mysterious as it moniker. Oculto, (Spanish meaning “hidden” or “waiting to be found”) is 6% a tequila-flavored lager beer that is infused with blue agave for a bright citrus flavor.
The smooth but strong beer is aged on Mexican tequila barrel staves and is brewed at its Houston and Williamsburg breweries.
Along with debuting the strange brew on the ‘unlucky’ day of Friday the 13th (in March), Anheuser-Busch also cooked up some exciting packaging—something different, to thumb its nose at the superstition.
Even with a skull face front on the label, Anheuser Busch InBev wanted to bring the brand to life, a challenge Constantia Flexibles Labels Division were happy to take on.
The result is a multi-sensory set of pressure sensitive labels.
The front label features the brand’s signature mask with a tactile ink as well as black light inks to enhance the consumer’s experience.
The back label incorporates a thermochromic ink which changes color in response to temperature variation. At room temperature the labels feature blue, agave leaves, when cold, the design transforms and the eyes are revealed. Constantia Flexibles Labels Division was delighted to be involved with this project on both sides of the Atlantic. Launched in Europe in 2014, the alternatively named Cubanisto is a rum flavored beer. Also printed on pressure sensitive labels, the design is parallel, incorporating the intriguing eyes on the back label and including an optical brightener and foiling effects for on trade bottles.
Anheuser-Busch vice-president of marketing Jorn Socquet says: “Oculto packaging is an innovation in itself. It brings to life a look that is premium, seductive and energetic. It features a multi-sensory experience, including multiple crown graphics, tactile printing and black-light inks.”
And for those of you daring enough to sample an Oculto, note that for best results Anheuser Busch recommends one enjoy it in a highball glass complemented by a salt and lime ritual.
Company information is available at www.anheuser-busch.com.