What looks like sweat but isn’t wet?

Well, the new beer can from Heineken, for one.

The Heineken Tactile Can has a special ink applied on it that looks like a collection of “tiny raised dots” that simulate condensation on the can. But it’s not just for aesthetic appeal, because the dots helps keep your beer from slipping out of your hands when it’s been out of the fridge for a while.

Available in 330ml and 500ml sizes, and featuring an oval racetrack design wrapping around the back of the can, it’s made its way to Singapore today.

The Can itself


The new updated look.

At first look, there didn’t seem to be much difference between the old can and the Tactile Can. It just looked like Heineken put in more grays in the color scheme with an updated design.

However, you notice something when it’s held. The application of tactile ink gives the can a rougher, matte look. While I’ve never dropped a beer before in my life, the Tactile can does improve grip whether it’s dry or wet with condensation.

It’s a disappointment that this wasn’t used more, and with greater consideration of placement. Only the green portions of the can have the tactile ink, and that’s discounting the logo, which is still printed with normal glossy ink.


The oval racetrack design.

The location of the gray, unprinted areas is also unfortunate, as the thumb is actually gripping the grey area while the 4 fingers are in contact with the glossy logo. The tab that opens the can is situated in such a way that someone holding the can would hold it in the grey areas, which seems like a strange oversight that counteracts the main selling point of the Tactile Can.


The thumb’s location*


The four fingers gripping the logo*

Having picked up a couple more beers (without needing much reason to do it) at the local convenience store, we determined that the positioning of the tab was totally random, most likely due to the printing process.

Still, UrbanWire loves the new design and the reassuring embossed feel of the new Tactile Can.

The Maze

You can be among the first to check it out but not without putting in some work.

Heineken has organized a ‘Touch Maze’, where the public will have to feel their way through a dark maze to reach a Heineken bar at the end, where they will get to experience the Tactile Can for themselves, as well some free beer for their trouble.

It’s like the Triwizard Tournament in Harry Potter and the Goblet of Fire! Well, except the reward is not Lord Voldemort, but a Heineken bar stocked with beer. We’ll toast to that.

The Heineken Touch Maze campaign will run from Oct 12 to Nov 10. Entry is free.

Venue / Date: One Fullerton Atrium (12-16 October 2010),

Outside Wisma Atria (21 to 31 October)

Clarke Quay Central Fountain (5 to 10 November 2010)

Opening Time: 6 pm – 10 pm (Sun – Thurs)

7 pm – 11 pm (Fri – Sat)

*Photos by Jeremy Lo