Sol lager has unveiled a new pack which acts as a cool box.

The 18x330ml pack (rrp £14-15), aimed at shoppers attending social occasions such as BBQs and other ‘big night in’ events, will be supported by in-store activity across the off-trade.

The watertight packaging is intended to be folded out and filled with ice to chill bottles for up to six hours. The Sol Cool Box pack has been created to appeal to shoppers seeking innovative products that demonstrate value for money and will also coincide with the many summer sporting events.

Heineken category & trade marketing director Craig Clarkson said: “Sol aims to recruit new drinkers into the beer category with its light taste, authentic image and bottle format. 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.”