Coors has decided that beer drinkers can't really tell when their beer is cold enough to drink. So look for Coors Ambassadors at your favorite beer cave to explain the Cold Activated Bottle.
Coors has developed a label that turns the mountains blue when the beer is the correct temperature to chug.
"When drinkers choose Coors Light, they're looking for refreshment. The Cold Activated Bottle is designed to ensure that drinkers experience the coldest, most refreshing beer possible," said Andy England, chief marketing officer for Coors Brewing Company. "...we are celebrating our newest innovation by inviting consumers to come out and raise a cold one ..."