The Beer That Glows at a Touch


Anheuser-Busch, the world’s third largest brewer, created a special illuminated limited edition of its Oculto beer using smart packaging technology. The smart label features printed electronic pathways, LED lights and paper batteries. A pressure-sensitive switch located where the thumb usually lies turns on the lights for a few seconds. The technology also enables hidden messages and other elements to be displayed when the beer is cold, offering the consumer a new sensory experience. While the company does not plan to extend this technology to the mass-production level, it still intends to use it for special events.

About the Author

Journalist and the Editor-in-Chief for DirectIndustry e-magazine. She has years of experience in business issues for various media including France 24, Associated Press, Radio France…

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