Coors Brewing Company Cold Activated Bottle

Beer lovers will get a kick out of Coors Brewing Company’s new cold activated packaging. The new Coors Light Cold-Activated Bottle will show drinkers when exactly the brew has reached the optimal temperature for drinking. At the perfect degree the label’s white lettering and Rocky Mountain icon turn blue. Super cool, huh?

Also, according to the press release, “The Molson Coors arm also is striving to own cold at the tap by testing a sub-freezing draught technology at bars and restaurants in a handful of cities. The tap system can pour beer at a temperature just below 32 degrees (beer freezes at approximately 27 degrees).” Even I can drink beer if it’s that cold.

The new ad campaign is touting 4:53 as the new Happy Hour. I don’t get it. Is that some sort of comprimise between 4:20 and 5:00?

Any way you look at it, it’s spring time and it’s time to start spending your time on patios with a cold one, whether you’re having drinks traveling for business or for fun.