May 8, 2008 (Contra Costa Times delivered by Newstex) -- Consider this news from Coors: On May 15, Coors Light will announce its latest and coldest innovation in beer technology "" the updated - in time for summer celebrations. Through a nationwide campaign, May 15 will be declared Cold Activation Day to celebrate the new bottle, which features a brand new look "" an innovative die cut packaging that indicates the beer is cold enough to drink when the mountains change from white to blue. And this from Business Travellog.com: Beer lovers will get a kick out of Coors Brewing Company (NYSE:TAP) 's new cold activated packaging. The new Coors Light Cold-Activated Bottle will show drinkers when exactly the brew has reached the optimal temperature for drinking. At the perfect degree the label's white lettering and Rocky Mountain icon turn blue. Super cool, huh? Also, according to the press release, "The Molson Coors arm also is striving to own cold at the tap by testing a sub-freezing draught technology at bars and restaurants in a handful of cities. The tap system can pour beer at a temperature just below 32 degrees (beer freezes at approximately 27 degrees)." Even I can drink beer if it's that cold. Me either. wb Newstex ID: CC-2036-25131457