UK: Coors Brewing released Coors Sub Zero

Coors Brewers has unveiled new technology enabling licensees to serve the world’s first sub-zero pint of lager, The Publican posted June 23.

Coors Sub Zero was launched June 20. The beer has been eight years in the making at a cost of £10m and uses space age technology to deliver draught Coors Fine Light at -2.5° C.

The pint is poured on a special revolving font and the beer is frozen to below freezing temperatures by an ultrasonic pulse which releases thousands of carbon dioxide molecules. These eventually form frozen lager crystals in the pint, which according to the brand owners, ensures the lager stays cool over a longer period of time.

Simon Davies, Coors’ marketing director, said: “We’ve listened to consumers and their requests for colder and colder beer. With Coors Sub Zero the cold beer lover’s dream has finally come true – a pint that stays cold right to the bottom of the glass.”

The Sub Zero system will not be subject to a mass roll-out and instead will be carefully targeted at key Coors Fine Light accounts across the country, mainly top-end bars in London, Leeds, Manchester and Newcastle.

The Burton-based brewer has taken out 50 patents on the new system to prevent any competitors “borrowing” the technology.