To celebrate the launch of its first ever marketing campaign ‘Beer With Altitude’, which launched in August this year via 72andSunny, Kosciuszko Pale Ale will be adding thermochromatic ink to its canned product.
The cans will have two designs – one featuring a snowboarder, and the other featuring a skier – which will change colour as the temperature of the can hits four degrees Celsius – the perfect temperature to enjoy Kosciuszko Pale Ale. The artwork for the can was produced by Energi.
Lion’s director of craft brands Malcolm Eadie said the new cans celebrate the fun and energy of the Snowy Mountains.
Says Eadie: “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.
“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 Australia’s godfather of craft, Dr Chuck Hahn, Kosciuszko Pale Ale continues to grow in popularity, with sales approaching four million litres nationally each year.
Says Eadie: “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.
“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.”
The brand’s first marketing campaign, ‘Beer with Altitude’ went live in July across NSW and a unique event, ‘Kosci in your Cossies’, which saw 200 revellers hit the slopes of Thredbo in their swimwear all in the name of good times.