Lies, damned lies, and cool Rocky Mountain refreshment
Saturday, April 12th, 2008When Coors Brewing Company introduced the first of its recent questionable innovations in beer canning technology, the Frost Brew Liner, I admit I was charmed. Does a thin layer of plastic inside my can really lock in the Rocky Mountain freshness? I don’t know, but the child within cries Yes! And what’s more, the vaguely Web 2.0 infograms on the can made it feel like science.
But Coors: like the extra-wide easy-pour opening on a can of your cool, refreshing Coors Light, the credulity of this Rockies-tapper extends only so far. Guys, this vent thing is just not believable. I even gave you the benefit of the doubt when i saw the first commercial — I thought “maybe an internal straw-like apparatus extends from the mouth of the can to air in the interior, to prevent a vacuum from forming and allow the crisp, frost-brewed lager to pour smoothly forth.” Now, I didn’t think for a second that it would work, but as with the frost brew liner, that explanation would have at least left some question in my mind.
But ever the cultural reverse engineer, I took a can opener to your bold new design, and the truth was far lamer than the pseudoscience I invented for you. Look at this thing:
Coors Light Vented Wide Mouth Can
It’s not that easy to see from the picture, but basically the vaunted “vent” is much closer to a “dent” — a shallow canal running outward from the mouth about 3/4 of an inch. What could this possibly accomplish? It’s exerts no more influence on my pour than the unpredictable deformations that inevitably result from merely opening the can. It is a nothing.
For shame, Coors. I fear the integrity of your practice of the beer-related sciences has fallen victim to Madison Avenue’s siren song.


