# Boxed Beer Coolers Heineken's COOLERPACK Transforms into a Cooler with Added Ice By Laura McQuarrie | Published 2017-07-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/coolerpack References: [bevindustry](http://www.bevindustry.com/articles/90180-heineken-brand-releases-coolerpack-innovation) & [heineken](https://www.heineken.com/ca/agegateway?returnurl=/ca) Since many consumers will be needing [beer coolers](https://www.trendhunter.com/trends/chillbee-sofichill) to keep their favorite summer drinks icy cold, Heineken launched the problem-solving COOLERPACK. The value-added secondary packaging from the beer brand takes the form of a [cardboard box with a lid](https://www.trendhunter.com/trends/gochill-cooler) that can be opened so that ice may be added for chilling the alcoholic beverages. In addition to creating an eye-catching in-store display for Heineken, the COOLERPACK also encourages the sale of ice. [Heineken USA's](https://www.trendhunter.com/trends/heineken-house) chief sales officer notes that: "With convenience top-of-mind, most consumers shop on their way to an occasion, with two-thirds indicating they will drink within the hour." The COOLERPACK offers a convenient way for consumers to equip themselves for both spontaneous and planned drinking occasions. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 71% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Value-added Packaging:** The COOLERPACK's innovative design showcases the potential for value-added packaging in the beverage industry, creating a new avenue for product differentiation. - **Convenience Packaging:** The COOLERPACK's focus on convenience taps into the growing trend of consumers seeking hassle-free and on-the-go solutions, presenting opportunities for brands to cater to this demand. - **Sustainable Packaging:** The COOLERPACK's use of cardboard as a sustainable alternative to traditional coolers highlights the increasing importance of eco-friendly packaging solutions, opening up avenues for businesses to promote their sustainability initiatives. ### Where This Applies - **Beverage:** The COOLERPACK's disruptive packaging design makes it a compelling opportunity for beverage companies to enhance their product offerings and engage consumers in new ways. - **Retail:** The COOLERPACK's eye-catching in-store display potential presents a disruptive opportunity for retailers to attract customers and drive sales by featuring unique, value-added packaging solutions. - **Packaging:** The COOLERPACK's innovative cardboard packaging concept presents disruptive opportunities for the packaging industry to develop more sustainable and functional solutions for various consumer products. ## Related on Trend Hunter - [Accessible Cooler Packaging](https://www.trendhunter.com/trends/vodka-soda-sunset.md) - [Self-Cooling Can Packaging](https://www.trendhunter.com/trends/coolcan.md) - [Cooling Beer Cubes](https://www.trendhunter.com/trends/beercubes1.md) - [Recyclable Cooler Designs](https://www.trendhunter.com/trends/coleman-geofreeze-cooler.md) - [Freezer-Friendly Six-Pack Holders](https://www.trendhunter.com/trends/beer-can-holder.md) - [Star-Shaped Ice Cubes](https://www.trendhunter.com/trends/star-shaped-ice-cubes.md) - [Plastic-Free Beer Packaging](https://www.trendhunter.com/trends/heineken-green-grip.md) - [Color-Changing Beer Labels](https://www.trendhunter.com/trends/coors-bottles.md) - [Self-Chilling Cans](https://www.trendhunter.com/trends/cool-can.md)