Grab Me a Warm One

Where did this practice of deep freezing beer come from? While the cold neuters tasty beers, it masks the flaws of flavorless macrobrews. So it?s no surprise that the corporate brewers who make Budweiser, Miller, and Coors fill their ads with images of frosty mugs, snowy peaks, and bikini-clad babes frolicking improbably in fake snow. Coors Light has invested the most in frigidness, famously deploying the dopey gimmick of erecting mountains on its labels that turn blue when the beer is ?cold enough.?

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