We needed to create a solution to cool down the beer in less time. Therefore we developed Cooling Label, a unique label that react in cold environment to cool down beers quickly. We discovered that thanks to its particular physical properties the salt turns out to be a crystal that absorbs heat. The challenge was to use the advantage provided by the salt and that potential consumers could cool down their beers effortless. We manage to create a label by using a special absorbing paper that includes an specific amount of salt. Therefore when placing a wet bottle of Mr. Monk in the freezer, it reacts and absorbs the heat in a faster way.

To manufacture Mr. Monk’s Cooling Label we boiled a solution that contained 230 grams of salt for every liter of water during 20 minutes. We waited for the water to cool down to place the already printed special absorbent labels. We soaked them for 10 minutes to ensure that the particles of salt were absorbed. After this process they are left to dry at room temperature and then they are manually placed in each bottle. Once a bottle of Mr. Monk is bought just wet it and place it in the freezer. In icy environment the water acts as a transmitter between the bottle and the label, the salt reacts and absorbs the heat around, that in our case is the liquid inside the bottle. Thus the beer cools in a much faster way.

Thanks to this idea the brand experienced a great awareness growth. Brand’s perception has improved significantly and it is now seen as young and innovative. We received hundreds of product request through the web site, not only from consumers but also from large supermarkets’ chains. We managed to position Mr. Monk as a real alternative to industrial brands. But what’s most important, with a minimum investment we were able to cool the beer 35% faster than other brands.

We believe that this is relevant because we found a solution to a real problem that our brand faced. Additionally we also developed a solution for our potential clients. The creation of this new channel implies a new starting point for the brand, enhancing its position to a more competitive level vs. well known and industrial brands.

Mr. Monk is a young and genuine brand which is not defined by its history or by its past. Therefore, the strategy was to innovate at the product’s same innovation level, by solving a real problem: the lack of ice cold bottles within the fridges of large supermarkets’ chains. Young customers are used to obtain effortless benefits as they belong to a generation where everything is within reach. Thus we created the Cooling Label, as the alternative to cool the beer in less time.

Mr. Monk is an Argentine craft beer. Like many other artisanal brands, supermarkets keep them in the shelves, therefore it is impossible to buy an ice cold one. Only room temperature bottles are available. This represents a huge problem for those who want to enjoy a frosty bottle of Mr. Monk as soon as they get home.