This year, Big Beer began to adjust for Millennials drinkers,creating new products that appeal to young consumers who want something different.

This year, Big Beer began to adjust for Millennials drinkers,creating new products that appeal to young consumers who want something different. Anheuser-Busch’s tequila-infused Oculto is one of those creations, and now the brand is making its packaging shine—literally. Limited edition bottles feature LED smart labels that light up behind the mask design when activated by thumb pressure. This isn’t their first time attempting to stand out among the competition with label innovations. The original Oculto bottle featured hidden messages that appeared when cold. (Adweek)