The watertight packaging can be folded out and filled with ice to chill bottles for up to six hours.
The packaging format is targeted at social occasions such as BBQs and other ‘big night in’ events, while its launch also coincides with the many sporting events taking place this year.
Launching in the UK, the Sol Cool Box contains 18 x 330ml bottles and has a RRSP of £14-£15 ($20-$21). Heineken says the pack has been created to appeal to consumers who want innovative products that offer value for money.
The packaging is made of card, but has been sealed in a way to make it watertight for six hours once ice has been added.
Craig Clarkson, category and trade marketing director, Heineken, said Sol’s light taste, authentic image and bottle format aims to introduce new drinkers into the beer category.
“As lager is the most popular category choice for consumers hosting a party or watching sports at home, the Sol Cool Box pack, with its ‘ice-cold’ innovation, is an affordable, fun and useful product that will grab their attention,” he said.
Sol is a blond Mexican, light, golden colored pilsner-style beer with ‘a fresh malty, fruity-lemony flavor and soft quenching dry finish.’