This innovative development incorporates thermo chromic technology, which contains microencapsulated thermo chromic pigment that changes from no colour to full colour as the temperature drops. What this means is that one's Castle Lite will now have two indicators. The Snow Castle will continue to take a brighter hue as it gets colder, while the additional outer circle will be a darker shade of blue when it is fully activated and the text “Drink Extra Extra Cold” is clearly visible.

This “Extra Cold” technology is available on the newly styled packs in both bottles and cans, where the brand’s iconic Snow Castle Indicator visually displays two stages of cold activation, showcasing when your Castle Lite goes from cold to Extra Extra Cold – the perfect drinking temperature. The launch of the new pack will be supported by TVC, outdoor as well as a POS campaign, which will freeze the fact that this new Castle Lite truly is the country’s, if not the world’s, coldest.

“The premium beer market is becoming increasingly competitive,” remarked Andrea Quaye, general manager for Castle Lite. “Castle Lite already holds pole position in the premium beer category and innovation such as this shows our commitment to grow and stay ahead of the pack. The 2-Stage Cold Indicator takes innovation beyond brand innovations or a packaging change. It is rather a value add that has meaning to consumers.”

The world’s coldest Castle Lite cans (300ml and 440ml) and (340ml, 440ml and 600ml) bottles featuring the 2-Stage Cold Indicator and contemporised branding will be widely available from September.