What does CAMRA thinks of Coors announcement it will serve beer at a temperature lower than freezing?
“If you serve any yellow liquid at that temperature you could probably drink it,” spokesman Iain Loe told The Telegraph. “Cynics would say that it was just a way of concealing the fact there’s no taste there. And if there are any off flavors, you are not going to notice.”
Coors said it had spent more than £10m over eight years developing the pouring mechanism for the beer called Sub Zero. It has taken out more than 50 patents on the one-minute, fully automated process.
The crux of the technology is the formation of soft frozen lager crystals in the top of the beer glass, as the lager is poured. These crystals melt away in the drinker’s mouth, while helping to keep the beer colder for longer, according to Coors.