SOL lager has unveiled a new insulated pack which, with the addition of ice, is a readymade cool box.
The 18-pack, aimed at shoppers attending social occasions such as BBQs and other ‘big night in’ events, will be supported by in-store activity across the off-trade.
The Sol Cool Box contains 18 x 330ml bottles and has an RRSP of £14-15. The watertight packaging is intended to be folded out and filled with ice to chill bottles for up to six hours. The Sol Cool Box pack has been created to appeal to shoppers seeking innovative products that demonstrate value for money, coinciding with the many summer sporting events.
Craig Clarkson, category and trade marketing director at Heineken, said: “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.”