Coors Makes Chilling Easy

Coors Brewing is preparing to introduce a patented packaging innovation in time for warmer weather.

The brewer this month will test the Coors Light Cooler Box-a 12-pack of bottles that consumers can cool down by simply ripping open the top and pouring in ice, sources said. The reformulated cardboard is designed not to leak but is disposable and biodegradable. Pricing does not change.

The Cooler Box will be at 7-Eleven outlets for several weeks to gauge consumer reactions. Supporting in-store, radio and outdoor executions are from FCB, Chicago.