Happy Labor Day weekend, everyone! While everyone else in the country is cracking open a cold brewski, you and I, good little Mormons that we are, will read books or something. Anyway, we won’t be drinking beers.
But if we were drinking beers, I hope we wouldn’t be drinking Coors. I don’t know a lot about beer (really! I don’t!) but I do know one thing: beersnobs agree that to really enjoy the flavor of a beer, you can’t drink it too cold. (This sounds legit to me—careful attention has proven that the same is true of cranberry juice.)
Coors, however, markets its product as being the coldest dern beer you ever done drank.
These ads make no sense to me. Besides the fact that advertizing your beer as best-cold is just admitting it doesn’t taste very good, how much control does the manufacturer really have over coldness? What if the Chevron station decides to save a few cents a day by raising the fridge temp a degree?
The Coors solution is to bring out The World’s Most Refreshing Can and advertize it to death during A’s games. So: now they’re in the can business rather than the brew business? I mean—apparently this marketing gimmick works—but shouldn’t the experience of drinking a beer be more about, I don’t know, the beer?