Dear Coors, man is already equipped to determine the temperature of beer

• The Other Side of the Hill
• Super cold is the new cold.

I understand where you’re coming from, Coors. When you can’t focus on taste or bottle shape, you’re basically left with only one alternative: temperature. Hence, you’ve decided to expand on your cold activation concept that saw the mountains on a Coors Light label magically change color to blue when the beer was officially “cold.”

In your latest tailgaiting spots I suppose I should feel gratified that you’re assuming men can read by moving from pictures to actual words — a beer theoretically goes from “cold” to “super cold.” Not since the cold gave chase to Jake Gyllenhaal in The Day After Tomorrow has temperature been given such a starring role.