Hispanic Beer drinkers value ‘Cold’ more than any other consumer group.

Research with Hispanic consumers has shown that “cold refreshment” is one of the most important characteristics of beer – more so with the Hispanic consumer than with any other consumer group. Using this cold insight, Coors Brewing Company’s new cold activated label helps ensure that every Coors Light bottle provides the cold refreshment that Hispanic consumers crave.

“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.