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Thermochromic ink changes color to indicate when a beverage inside a container has reached its ideal temperature for consumption. The ink is spot-applied to packaging label graphics, helping specific design elements emerge as the temperature of a container decreases. At room temperature, the ink is colorless, but when chilled, can appear as several different colors including blue, green, red and black. The ink can be customized to the temperature requirements of individual beverages, ranging between 43 and 46 deg F. Most recently utilized by Molson Canada on its 12- and 16-oz cans of Coors Light, the thermochromic ink technology transforms the Coor package's white snow-capped mountains to a deep shade of blue to indicate when the beer is “as cold as the Rockies.”