Coors Brewers is launching what it claims is the world’s coldest draught beer, Coors Sub Zero, served at minus 2.5ºC.
Coors Sub Zero is actually standard Coors, but served via a patented delivery system that “super chills” it. It will be available in selected bars and pubs around the UK from next month. It will initially be available at the same price as standard Coors.
Stuart Renshaw, head of marketing for international and portfolio brands at Coors Brewers, says it has taken eight years and more than £10m to perfect the patented delivery system behind Coors Sub Zero. Renshaw adds: “We’ve been consistently looking at ‘extra cold’ – it takes us back to our US heritage.” He expects the delivery system to be in 100 outlets by the end of the year. Promotion will be by word-of-mouth and viral marketing.
The Coors Sub Zero delivery system was developed in the UK and uses “space age” technology involving more than 50 patents. The pouring process forms soft crystals of lager that melt in the mouth, and the beer is supposed to stay cooler for longer.
In North America last year, Coors Brewers’ parent company, Molson Coors, launched Molson Canadian Sub Zero, which is served at minus 2ºC, but Renshaw says this is a completely different product.
Beer served super cold has become a major marketing platform for brewers, and Coors apparently intends to use the Sub Zero brand name for a range of its beers and lagers around the world.