Monday Rant: Thank You, Breckenridge Brewery

I'm a little late to the game on this one (mostly because I'm nowhere near the Colorado market), but I just came across it. Breckenridge Brewery had a genius advertising campaign at some point in 2011 which featured a brilliant tag line that was even more brilliant than when Guinness used the word.

The commercial that I found pokes fun at all of the Coors Light commercials we've had forced down our throats as we watched our favorite television shows and features Breckenridge's "If you touch it and it's cold, then it's cold."



If you're still confused at the joke then I'll refresh you on it. The ad is to poke fun at all of those old Coors commercials that brag about how you can "taste cold" or "taste the Rockies." Not sure about you, but I have no idea what or how cold actually tastes. I do know that all of us can feel some cold, though.

I'm sure plenty of you have had the experience of seeing someone fire some Coors light into their fridge and foam at the mouth like a rabid dog when the cold-activation part of the can turns blue, which means it's cold enough to drink.

As a craft beer fan, I sure as hell don't need a can or bottle with some fancy color-changing apparatus to enhance my drinking experience of said beer. It's sad that some beer drinkers (if we can even call them that) out there drink their beer so cold, that they miss out on some of the flavors of their brews. Apologies, most of the people that do that don't drink what some of us refer to as beer. In fact what some of them drink is a slap to the face of some of us.

Now, you still might drink well-crafted beer and like it really close to the freezing mark. I can live with that. It's just my opinion that you're probably missing out on a portion of the experience that some beers provide.