Can something taste cold? Options

[impala454]

Ok somehow we started this discussion at work. You all know that Coors Light commercial w/the train and blah blah and how they say it's "the coldest tasting beer". Is this even possible? DISCUSS

[dauss]

If you care:

Someone on this beer message board I'm at wrote to Coors about cold not being a taste.....4 years ago.

Thank you for taking the time to share your comments with us regarding the Coors Light Cold Hard Facts commercials and for giving us the opportunity to shed some light on our ad campaign.

Coors Brewing Company takes pride in the way our products are delivered to ensure brewery-fresh-tasting beer, and feel the best way to deliver this message is through our advertising. Coors Light has three new Cold Hard Facts ads: cold brewing versus heat pasteurization, shipping via refrigerated trucks, and shipping via insulated rail cars.

The strategy behind our new commercials is threefold. First, we aspire to achieve a high quality in everything we do, starting with our products, because we know that quality is the bedrock of consumer value.

Second, we want our consumers to know Coors Light is cold filtered as opposed to heat pasteurized. Heat is an enemy of beer, and drastic swings in temperature are the biggest culprit in degrading the taste of packaged beer. This is why Coors developed a unique cold-filtered and sterile-fill process in 1959. Our process involves keeping the beer cold at 34 degrees Fahrenheit from brewing to packaging to shipping and storage.

The third purpose for the Cold Hard Facts commercials is to inform our consumers that we take great steps to ship our product cold from the brewery to our distributors across the United States. Beer is transported in refrigerated trucks or insulated rail cars at 34 degrees Fahrenheit to ensure consumers get the coldest-tasting beer in the marketplace. "Coldest tasting" speaks to the smoothness and ultimate drinkability that is portrayed in dramatic fashion within this campaign. It's the benefit all Premium Light drinkers value that Coors delivers so well. We want to make certain our consumers receive the freshest and highest quality beer, period!

Again, we thank you for sharing your comments with us, and we will be sure to forward them to our marketing department, which will consider them when developing future ad campaigns.

Feel free to give us a call if you have any other questions or comments you can e-mail us at Coors.com or call our toll-free number: 1-800-642-6116. Our Coors Information Center is open weekdays from 8 a.m. to 5 p.m. Mountain Time - the staff knows its stuff and will welcome your call or e-mail.

Sincerely,

Rob D. Fagan
Consumer Information Sr. Representative
Consumer Communications
consumers@coors.com

Obviously cut and paste from some template they have.