Sol lager has unveiled a brand new insulated pack which, with the addition of ice, transforms into a readymade cool box.
It’s a blindingly simple idea but, if the warm weather makes a resurgence, one that could do well.
The 18-pack, aimed at shoppers attending social occasions such as BBQs and ‘big night in’ events, is supported by in-store activity.
The Sol Cool Box contains 18 x 330ml bottles and has an rrp of £14-15. The easy to use and watertight packaging can be folded out and filled with ice to chill bottles for up to six hours.
Craig Clarkson, Category & Trade Marketing Director at Heineken, commented: “Sol aims to recruit new drinkers into the Beer category with its light taste, authentic image and bottle format. As lager is the most popular category choice for consumers hosting a party or watching sports at home, the Sol Cool Box pack, with its ‘ice-cold’ innovation, is an affordable, fun and useful product that will grab their attention.”
