Official Cold beer for this Summer is Natakhtari

Temperature is very important to feel a beer flavor. The ideal temperature is said to be 4 – 6 ^oC. However, in our daily life, we cannot tell when the beer temperature reaches a desirable level. That is why this summer you will see a thermometer icon on Natakhtari’s label created with a Thermo Ink technology. 

The thermometer icon is sensitive to cold and the consumers will easily notice when the beer is ideally cooled. When it turns blue, it means that the beer is ideally cooled, so its temperature equals 4 – 6 ^oC.

This is how it looks before and after cooling.

Natakhari is the first beer on the Georgian market that uses the thermochromic label.

“We believe that being consumer-driven requires excellent listening skills and empathy in order to understand your consumer needs and acting accordingly.

Rather than being product-oriented and doing repetitive products or activations, we choose to invest in needs.

As mentioned, we are permanently thinking about how to make our consumers’ lives simpler and bring additional benefits to them. In this case, we identified one of the needs especially in summer days to consume the beer at the right temperature, so that the beer lovers can feel the full taste. Moreover, this additional function will make the ritual of drinking beer more enjoyable.

This year has been hard for everyone and, in my opinion, the brands have to think more about bringing benefits to their consumers. There is more integration of technology and innovation in our daily lives in every other sector so that why not in beer? So this was our starting point and with the Thermo ink technology, we believe that it will make it easier for our consumers to understand the ideal temperature of the beer. And it will make the experience more fun for sure. We will keep investing in our consumers and our culture. Keep waiting!” – said Ana Karchava, Marketing Manager of EFES Georgia.