To promote its new Cold Activated Bottle, Coors Light plans the “Worldâ€™s Most Refreshing Happy Hour” to help “adult consumers nationwide to stop suffering from warm beer syndrome.” From the press release:
Coors Brewing Company executives, employees and distributors are joining forces to build awareness and trial of the companyâ€™s latest innovation, the Cold Activated Bottle. Mountains on the label turn from white to blue when Coors Light is at the optimal temperature for cold refreshment. In cities nationwide, Coors ambassadors will be working with retailers to engage consumers and encourage trial of the Cold Activated Bottle.
â€œWhen 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,â€ said Andy England, chief marketing officer for Coors Brewing Company. â€œOn May 18, we are celebrating our newest innovation by inviting consumers to come out and raise a cold one for the Worldâ€™s Most Refreshing Happy Hour.â€
It seems we all have our own way of celebrating American Craft Beer Week.