Coors Sub Zero 'coldest in world'
Coors Brewers is launching a new drink it claims is the world's coldest-ever draught beer.
Served at -2.5ºC, Coors Sub Zero uses "space age" technology that produces crystals of ultra-cold lager that melt in the mouth.
The crystals also mean a pint stays colder for longer, making it more refreshing, the brewer said. Coors has spent eight years and £10m developing the technology, which uses some of the scientific principles from the Space Shuttle.
Coors marketing director Simon Davies said: "We have 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 and the first-ever pint that actually seems to get colder in your hand.
"Coors Sub Zero is the perfect ice-cold refreshment. It brings together traditional brewing excellence and 21st-century dispense technology to deliver a unique drinking sensation."
Davies added that the beer was an "entirely new taste experience" because the soft frozen lager crystals create a "subtle sensation of snow on your tongue".