Spear has joined forces with Anheuser-Busch InBev to introduce an interactive label for Bud Light, the best selling beer brand in the United States for the past 10 years. Brand developers turned to Spear, which specializes in beverage labels, to bring the product’s fun personality to life via a customizable pressure sensitive label.

At its Tennessee facility, Spear’s technical team transformed the familiar Bud Light label to allow drinkers to add a personal touch. Incorporating metal activation technology, extensive testing was required to investigate accidental activation and abrasion problems. The result: an area of the label on which consumers can customize their bottle by using a coin or key to write a message or draw an image. This not only allows the drinker to express individuality, it also avoids bottle mix-ups and offers the chance for individuals to exchange messages.

“Bud Light drinkers are always looking for fun, quirky ways to express themselves, and the My Bud Light bottle offers them a canvas to do just that,” says Mike Sundet, senior director of Bud Light.

Spear has a history of technology developments encompassing graphic innovation, material development and application technology. It operates plants in North America, Europe and Africa. Headquarters are in Mason, OH, USA.