18.05.2015

Constantia Flexibles Labels creates multi-sensory beer label

Leading global brewer Anheuser-Busch InBev has launched Oculto, meaning "hidden" or "waiting to be found.” It is a tequila-flavored beer, infused with blue agave for a bright citrus flavor. According to the company, the brand encapsulates mystery and intrigue.

“While launching on Friday the 13th may seem unlucky, we’re challenging the superstition,” explains Jorn Socquet, vice president of marketing, Anheuser-Busch. “It fits Oculto perfectly. It’s unique. From our approach to our packaging, we’re doing things differently.”

Anheuser-Busch InBev wanted to bring the brand to life and trusted Constantia Flexibles Labels Division with the task. 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, and when cold, the design transforms and the eyes are revealed. 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.

“Oculto packaging is an innovation in itself,” adds Socquet. “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.”


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