# Temperature Sensitive Cans The Birell Re-Design Features Thermochromic Ink By Vasiliki Marapas | Published 2014-10-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/birell References: [rexam](http://www.rexam.com/index.asp?pageid=534&newsid=2296) Rexam, a "leading global beverage can maker," has partnered with SABMiller to create a new design for the non-alcoholic beer brand, Birell. Thermochromic ink on the can changes color when the drink is at its optimal drinking temperature. The matte varnish offers a soft, sophisticated look that is on par with Birell's esteemed standing as a premium brand. Technical details aside, the design is simple but eye-catching; something that will appeal to the "active" adults the brand is reaching out to with this product. Again, the choice to package in aluminum is a smart and sustainable one, as aluminum is recycled at double the rate than any other material. The 500ml cans will be available in Spring 2015 for the Czech Republic. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 32% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Thermochromic Ink:** The use of thermochromic ink on packaging to indicate optimal drinking temperature presents an opportunity to enhance customer experience and demand for various products. - **Premium Packaging Design:** Brands can create a sophisticated and eye-catching packaging design that aligns with their premium image, attracting the attention of discerning consumers. - **Sustainable Packaging Materials:** Utilizing sustainable packaging materials, such as aluminum, can communicate a brand's commitment to the environment and resonate with environmentally-conscious consumers. ### Sectors Adopting This - **Beverage Packaging:** Beverage companies can explore the use of thermochromic ink and premium packaging design to differentiate their products and enhance the overall drinking experience. - **Non-alcoholic Beverage Industry:** Incorporating thermochromic ink and sustainable packaging materials can give non-alcoholic beverage brands a competitive edge and attract health-conscious consumers. - **Aluminum Recycling:** Aluminum recycling companies can promote the benefits of aluminum packaging, highlighting its high recycling rate and eco-friendly properties to encourage more businesses to adopt it as a sustainable solution. ## Related on Trend Hunter - [Self-Chilling Cans](https://www.trendhunter.com/trends/cool-can.md) - [Self-Cooling Can Packaging](https://www.trendhunter.com/trends/coolcan.md) - [Thermochromic Ink Packaging](https://www.trendhunter.com/trends/thermochromic-ink.md) - [Temperature-Activated Packaging Partnerships](https://www.trendhunter.com/trends/chromatic-technologies.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Phosphorescent Energy Drink Cans](https://www.trendhunter.com/trends/dynamit.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Tattoo-Covered Beer Packaging](https://www.trendhunter.com/trends/86-tattoo-limited-edition.md) - [Temperature-Reactive Liqueur Bottles](https://www.trendhunter.com/trends/the-secret-is-ice-cold-campaign.md)