Bruce and I were discussing beer advertising the other day, and he mentioned Coors Light's "Coldest tasting beer" tagline. What a piee of nonsensical garbage.
"Shipped in refrigerated rail cars." the ad proclaims. Presumably, this helps the beer to taste colder. Never mind the six weeks that it spends parked on pallets in the distributors' room-temperature warehouses. I guess the cold flavor survives the prolonged thaw.
I can see why they'd want people to drink Coors Light cold. It's pretty insipid. But when your primary consumer group is underage drinkers, I guess you have to fool them somehow. Luckily for Coors, people believe the hype.