Coors Light Encourages Extreme Beer Chilling
By: Sarah Chappell
Published: May 2, 2011

Coors Light has released a new iteration of their "most refreshing beer" packaging. The new Coors Light bottles and cans have a two-stage cold activation to show when your beer goes from cold to super cold. By encouraging consumers to excessively chill their beer, Coors is practically admitting that the beer does not taste good at warmer temperatures. Cooler temperatures help to mask flaws in drinks (true for wine as well: putting ice cubes in mass-produced pinot grigio both dilutes and chills away the flavor), and Coors Light can definitely use some masking. Photo by Coors Light