Last week in a Hispanic press blitz, Coors revealed astonishing findings of a recent research project.

“The ‘cold standard’ of Hispanic consumers is colder than other consumer groups because the majority of Latinos come from countries or were born in areas of the U.S. with warmer temperatures and longer summers. The Coors Light and Coors Cold Activated Bottle helps ensure the coldest, most refreshing beer possible,” said Paul Mendieta, Marketing Director of U.S. Hispanic & Latin America for Coors Brewing Company.

“Our research shows that Hispanic consumers will go to many lengths to get the coldest beer possible, an insight incorporated into a new TV commercial introducing this product innovation. The label on Coors Light and Coors bottles features mountains in a Thermochromatic ink that turn blue when the beer has been chilled to the perfect temperature of about 42 degrees Fahrenheit or lower for ice cold refreshment,” he said. Mendieta added that the best part of the label outside the bottle is finding cold refreshment inside the bottle.

Is this the biggest crap you’ve ever heard? Great lengths? What are Hispanics more likely to do than the general market to get a cold beer? Hold up a 7-11? Is that not the insight that all beers operate for all cultural groups? Does anyone like hot beer? I mean I know taste is important to some groups…but cold beer is just a basic for everyone. The old trick of the sweating bottle was designed to appeal to a basic human function.

I believe this is a desperate attempt at finding a cultural angle to a product innovation. I mean, do you really need to justify it via research? Just tell them to buy it.

-Written by Miamiadguy

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