Mark Garrison reveals a sensory trick:
While the cold neuters tasty beers, it masks the flaws of flavorless macrobrews. So it’s no surprise that the corporate brewers who make Budweiser, Miller, and Coors fill their ads with images of frosty mugs, snowy peaks, and bikini-clad babes frolicking improbably in fake snow. Coors Light has invested the most in frigidness, famously deploying the dopey gimmick of erecting mountains on its labels that turn blue when the beer is "cold enough"… Since key aromatic compounds cannot volatilize at lower temperatures, they won’t release their scent into the headspace gas above the liquid. Put more plainly, the smell the brewer wants you to experience is muzzled; any fruity or floral character is literally on ice.
(Photo by Flickr user DieselDemon)
The Dish 
