Summer looms cold for Coors. While the company's newest technology is a decidedly consumer-use cooling method, Process Cooling magazine figures it's fun enough to write up for its readers.

The "World's Most Refreshing Beer" continues to out-cold itself, says Chicago's MillerCoors about its Coors Light, whose packaging now has a design that tells you when your beer reaches the "peak of refreshment."

As part of its upcoming Super Cold Summer campaign, the brand is debuting the latest in cold-activated technology - two-stage activation bottles and cans, which make it easy to tell when your Coors Light goes from plain cold to super cold.

Coors says that studies indicate more than 70 percent of legal-drinking-age men have put their beer in the freezer to achieve the desired level of cold. The trick is knowing when to take the beer out. Now on Coors Light bottles and cans, the iconic mountains still turn blue when the beer is cold, but a new cold indicator bar also will turn blue at the same time. Then, when the beer temperature is at its peak refreshment temperature, a second indicator bar called "super cold" turns blue.

The brand is amping up its advertising support by rolling out 11 new television spots touting the two-stage process and holding contests.

For more information on the Coors Light Super Cold Summer, go to www.facebook.com/coorslight.

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