I wonder if perhaps that’s the whole idea behind this silly gimmick. You have probably seen the ads on TV – this box of beer has a special window that lets you know when the beer inside is cold. It’s opaque when it’s warm, but becomes see-through when it’s cold enough. Also, the mountains on the bottles or cans in the box turn blue, so you can be extra sure that it is cold enough for human consumption!
They’ve had the cold indicator on the labels for a while now, so it’s nothing new. The box thing, though is fairly new.
Coors has also been bragging about how their beer is brewed cold (duh, it’s a Lager, aren’t all Lagers cold-brewed?) and is kept cold. I suppose they keep it in one of those steel buildings in the middle of the Rockies, until it’s ready to ship, that way they could save on refrigeration costs. Why not, they skimp on everything else, most notably beer quality. The only thing they DON’T seem to skimp on is spending money on stupid advertising gimmicks.
Also, contrary to popular belief, many beers are at their best when they are NOT ice cold, for many, a temperature of 40° F is about right…not completely warm, but cold enough so that you can still taste it. But since Coors Light is watered-down swill made with cheap ingredients, it might as well be ice cold, because there’s nothing to taste.
Too bad they don’t spend all of this advertising money on actually making a good product. But that’s okay, I don’t have to buy the crap!
