Coors Sub Zero
Ok, this is really strange. Check out this article about Coors' newest beer. I'm going to see what else I can find out about this amazing new technology and I'll try and add more to this post later today.
EDIT 4:45PM
Alright, I'm still need to find some pictures of this incredible new gimmick, but I posed the question to the Brewcrew listserv asking for input from any of the scientists in town. Here's the response I've gotten so far:
"As usual, a company like Coors would never let science get in the way of a marketing gimmick.
The normal freezing point of beer is several degrees less than 0C (due to alcohol content), so creating a beer with a -2.5C freezing point is not exactly an accomplishment.
I suspect that what was REALLY developed here was a method for making the beer stay cold LONGER: Ultrasonic waves would create bazillions of microscopic bubbles in the beer. These bubbles would serve as nucleation points for freezing, if the beer were cooled to or below its normal freezing point. In this way, you could create a glass of beer with bazillions (there's that technical term again) of tiny ice crystals, which would (a) keep the beer cold, and (b) not be as noticeable as the huge ice crystals you'd get simply by putting the beer in the freezer for awhile. So, if you build a tap which simultaneously cools the beer to below freezing while bombarding it with ultrasound, you get an 'iced' beer that stays cold much longer. Many years ago when I enjoyed beers that tasted best when they were so cold you couldn't taste them, we accomplished the same thing by using a thick, chilled glass."
Said the lead scientist:
'It is a natural phenomenon ' nothing is added or taken away to the lager. The only problem is that we wasted 8million pints getting it right.'
Q: What do call it when 8 million pints of Coors get discarded?
A: A good start!
A big thank you to Kelly Jones for some scientific input. Stay tuned for more as we research this "ultrasonic freezing technology."
Tags: Beer, Belmont Station, Coors, Sub Zero Lager, Oregon Brewcrew
4 Comments:
"We wasted 8 million pints getting it right." Thank God it was Coors.
my first joke was kinda a hack job, and I think you one-upped me, so here's another try:
8 million pints of wasted beer, Something I like to call 'my life'.
Q: How do you raise the price of water?
A: Put it in a silver can.
I suspect this technology only work on a draft system. There's now way that these microbubbles would last through the distribution process.
But why would you want to make the beer colder? There's a point where beer is too cold to throw back, and chilling it below that point would seemingly hurt business. Couple that with the retrofitting of taps for this beer, then making sure that bars don't use it for some other nefarious use, like the perfect iced martini or red bull and vodka. That's where this technology might work better - cocktails.
Bass Introduced Arc lager over 5 years ago, Coors Sub Zero is basically the same gimmick as Arc - why do they think it will be any different this time - the problem with Arc was that the equipment used to chill the beer was that big that many bar's could not take the equipment, the other problem was one of cost, the equipment is that expensive this has to be passed on to the licensee in terms of the price of a keg of beer, which ultimately effects the price of a pint - the final problem and the most significant was the taste - the beer is that cold that there is no flavour to the beer whatsoever!!!!!!!
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