Mysterious Oculto beer serves on-package surprises

By Rick Lingle in Beverage Packaging on March 30, 2015

Launched purposefully on Friday the 13th, Anheuser-Busch’s newest brew lives up to its name by presenting on-package details and surprises that represent several firsts in the U.S. beer market.



On Friday March 13th Anheuser-Busch launched a new beer, Oculto. The lager’s novel formulation—infused blue agave for a unique citrus flavor—and positioning centers on mystery and spontaneous nights out with friends. The packaging brings those elements to life in a high-end look that is energetic, intriguing and that lives up to its name, which translates from Spanish as “hidden” or “waiting to be found.”

“While launching on Friday the 13th may seem unlucky, we’re challenging the superstition,” says Jorn Socquet, vice president of marketing, Anheuser-Busch. “It fits Oculto perfectly. It’s unique. From our approach to our packaging, we’re doing things differently.”

The packaging delivers several revelations that demonstrate how the brewer and its designers drilled down in ways that play further on the brand’s elements of mystery and intrigue.

For starters, the carton (shown above) uses metallic fiber-board packaging, which AB claims as a first for beer packaging in the U.S.

You can read about the tactile, black-light-lit bottle on the next page.



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its pretty cool that there are some surprises