For many people, getting “inked” is a way to express their individuality. Although not quite the same as tattoos, inks and coatings in the beverage industry can be an important element to help brand owners set their products apart on the store shelf.

In order to garner consumer attention, beverage-makers are capitalizing on the power of consumers’ five senses.

As part of its summer mission to spread refreshment across the country, MillerCoors’ Coors Light brand launched “The World’s Most Refreshing Can” this season.