Due to the Chinese preference for warm beverages (even now when it’s more humid than the inside of a xiaolongbao) US beer giant Molson Coors has altered the Rocky Mountain design on its China cans so they turn blue at a warmer temp. Bloomberg reports:
In light of this custom, “we dropped the temperature for the thermochromatic ink, and it still turns blue, but it’s not so cold,” Peter Swinburn, chief executive officer of Molson Coors, said in an interview last week.
The mountains on the cans and bottles turn blue at 41 to 44.6 degrees Fahrenheit (5 to 7 degrees Celsius) in China, while the color changes at about 39.2 degrees Fahrenheit [4 degrees Celsius] in the U.S.
As silly as it sounds, little tweaks like these are helping Coors cope in the Chinese market, where Chinese beers like Snow have a stranglehold.
In fact, adjusting flavors and designs to the Chinese palate is what’s keeping many multinational giants afloat in China, whether its Starbucks introducing Green Tea Lattes, McDonald’s unveiling Pork McNuggets, or Pizza Hut churning out whatever the hell this abomination is.