Likely, the brewer intended it to be consumed at "cellar temperature," which is around 55° F.
FYI, I moved the thread to "Commercial Brew Discussion" and changed the title to something a little more specific.
Pretty stupid instructions IMO. If for some reason my storage area is @ 70 degrees 10 minutes in the refrigerator won't come close to dropping the beer to cellar temp. Perhaps a less cryptic message that states "Best when served at xx*" would be more useful.