Heineken International is to premier its new “Extracold” bottle today (2 July) in Paris – a new packaging innovation which allows the world-famous beer to be chilled to 0° Celsius in freezers, LSA reports.
The bottles allow the beer inside them to remain liquid at such a low temperature as they are made from an ultra-resistant polyethylene terephthalate.
It will become available for the first time globally today at Grand Rivage, a bar on the banks of the Seine in Paris's 13th district, which will have a sectioned-off area dedicated to Heineken Extracold until 11 July.
The lager in the new bottles takes 15 minutes to reach 0° Celsius from being refridgerated, and 50 minutes from room temperare. The famous Heineken star glows red when it has reached the optimum temperature.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly.