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How Cold Is Coors Light’s Super Cold Beer?

“I can’t give you proprietary information,” a company rep stonewalled. MillerCoors did provide ballpark figures: The mountains turn blue at regular refrigerator temperature, or just over 40 degrees; the super cold strip at “a little bit lower.”

Coke has its secret cola recipe, Halliburton its hydraulic fracturing fluid. Coors Light has trade-secret-cold. It’s not hard to understand why. Over the past six years, the men and women behind Coors Light have staked the entire brand on the concept and image of cold. In the process, they’ve boosted sales, leaving Miller Lite and Budweiser in the dust.

Read more: one writer’s dogged quest to find out precisely what qualifies as a cold one.