Kosciuszko Pale Ale is launching its first-ever marketing campaign, ‘Beer With Altitude’ and to celebrate the move is adding thermochromatic ink to its cans, to help consumers know when the beer is perfect for drinking.

The cans will feature two designs, one with a snowboarder and one with a skier, and they will change colour when the can hits four degrees Celsius.

Lion’s Director of Craft brands Malcolm Eadie said the new cans celebrate the fun and energy of the Snowy Mountains.

“From the new creative campaign to the cans, Kosciuszko encapsulates the spirit of the mountains and particularly the adventure and fun to be had both on the slopes and après. We see many drinkers enjoying these new cans after a long day on the mountain,” Eadie said.

“And as we approach the warm summer months, we hope the cans will remind people that a refreshing trip to the mountain is never too far away.

“Kosciuszko Pale Ale continues to have a strong presence in pubs and bar, and we hope to see new drinkers and loyal fans of the brand alike adopt the can format.”

Designed by Dr Chuck Hahn, Kosciuszko Pale Ale continues to grow in popularity, with sales approaching four million litres nationally each year.

“Craft beers are continuing to adopt cans as their preferred pack format, and for Kosciuszko Pale Ale we wanted to stand out from the crowd with this innovative print technology,” Eadie added.

“This will help drinkers know when their Kosciuszko is at optimal drinking temperature and ensure the beer’s crisp and refreshing character is enjoyed all year round.”

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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