"Frost Brewed"??? WTF?

[Pangea]

I just realized I've been watching these Coors Light commercials for a while now and I just caught that they're touting their beer as being "Frost Brewed". What the hell does that mean? How do you frost brew? Yeah I understand that your beer is very refreshing, like water on a hot day, thus the ice and snow theme in your commercials. But Frost Brewed? Thats redonkulous!

I almost think this is crazier than the miller triple hops brewed. At least they are referencing an actual part of the beer making process.

Just getting this off my chest...

Pangea.

 

[Beerrific]

I saw a Coors commercial that had a little * that said "Our beer is chilled down to 33 degrees several times in the brewing process." (or something like that) So I guess that is what they mean.

 

[Joos]

IT's COLD!!!If you can't say anything good about the taste of your beer you can at least tell people it's cold.Seriously have you ever had warm coors light eeeeewwwww It's like a silver bullet to the GI trac.

 

[sundaybrewingco]

I think they are just joking when they say that, try to put a smile on people's faces.

 

[cactusgarrett]

At least Miller's "Triple Hopped" campain is based more on something related to brewing...

 

[hayabusa]

I would guess that it is lagered at 34° after Primary fermentation to ’smooth out’ for a particularly crisp beer..... That my guess anyway.

 

[IrregularPulse]

I would guess that it is lagered at 34° after Primary fermentation to ’smooth out’ for a particularly crisp beer..... That my guess anyway.

I would guess this too.
marketing department said...isn't lagering a cold phase? FROST BREWED!!!

 

[Homercidal]

Give me "Fire Brewed" any day!

 

[menschmaschine]

So, "frost brewed" = lagered? Wow. That's all. Just wow.

Wait, that's not all... 'brewing', IMO, defines at minimum the pre-fermentation part of making beer. Once it's in the fermenter, it's fermenting, not brewing! And once it's in the lagering phase, it's lagering!... or conditioning, if you prefer. Secondly, where is the frost involved? Most beer (depending on gravity) will freeze at ~28°F. If they're lagering this at 33°F, it is no where near the frost line.

So here's my marketing message to ALL the commercial brewers out there... Do you want to know what I look for in a beer and brewery?... INTEGRITY. We're not all idiots.

 

[z987k]

Remember it's cold or chill filtered or whatever they call it to.

But hey, if it wasn't the filtration wouldn't work so....

Oh yeah and brewing is the process before fermentation, so it's frost brewed at 212F. They must have some serious pressurization to make it a solid at 212.

 

[Trubadour]

I guess it makes more sense than saying "Frost Boiled"

 

[Boondoggie]

I guess it makes more sense than saying "Frost Boiled"

Freezer burned?

 

[hayabusa]

my 2nd guess is they are refering to the water they use - since they claim that they use the water from the rockies, remember the whole rocky mountain water hoopla BS campaign??

Rocky Mountain Water, which was Snow/Ice + Marketing People = Frost Brewed Beer?

 

[davesrose]

Or maybe they want to compete with the ice lagers (Icehouse, Bud Ice). Normally, one of these lagers are cooled down low enough for water to freeze on top....which is then skimmed off to help increase alcohol content. Maybe with Coors Light, they cool the beer down enough to be able to skim that frozen water and then sell that as beer

 

[Gildog]

sounds more to me like a pretty way of describing normal rests during an all grain brew, probly get it really cold just before they add yeast or some pointless selling point like that.

it like saying your beer is heat treated to kill swine flu or something

 

[Joos]

that would be a great campaign to go with the whole"going green" thing.Coors light is now brewed with natural yeast!

 

[macabra11]

Or maybe they want to compete with the ice lagers (Icehouse, Bud Ice). Normally, one of these lagers are cooled down low enough for water to freeze on top....which is then skimmed off to help increase alcohol content. Maybe with Coors Light, they cool the beer down enough to be able to skim that frozen water and then sell that as beer

+1 to this idea

 

[Trubadour]

I was told by a former master brewer at Miller that Miller Lite, and other "light" beers are brewed like "normal" beer, and then mixed with carbonated water prior to bottling/kegging. Coors Light is probably the same, so maybe they mix with really cold carbonated water.

 

[bsruther]

I drink Coors Light every day and I like it. I don't pay attention to any kind of advertising so I have no idea what cold brewing is.

 

[mrfurlly]

i dont see any mountains, so when does the bottle change color?? or does the beer change color, or does the label turn into beer??

 

[HOOTER]

We're not all idiots.

Forgive me for the outrageous generalization, but most Coors light drinkers are in fact idiots, at least when it comes to beer. They don't know the first thing about the beer making process, nor do they care to. The marketing folks at Coors fully understand this, therefore they can make any claim they desire and their customers will take it as the gospel truth. Show a commercial during a NASCAR race with phrases like "frost brewed" and "cold filtered" with a picture of a Rocky mountain stream and "high country" barley and they start drooling all over their stained white tank-tops and cutoff jean shorts.

 

[z987k]

I was told by a former master brewer at Miller that Miller Lite, and other "light" beers are brewed like "normal" beer, and then mixed with carbonated water prior to bottling/kegging. Coors Light is probably the same, so maybe they mix with really cold carbonated water.

No. Although it is light beer, it is not fountain soda.
It is made like all other beer.. which is not by mixing with carbonated water. Where on earth did you get that from anyways?

 

[Trubadour]

No. Although it is light beer, it is not fountain soda.
It is made like all other beer.. which is not by mixing with carbonated water. Where on earth did you get that from anyways?

As I said in my post, a former Master Brewer for Miller Brewing Company. I also just decided to google it. Looks like there is some conflicting evidence, but here's something...

The Straight Dope: Is light beer made by watering it down?

Regardless, here is how Urban Dictionary defines Coors Light:

3. coors light
A highly overrated beer that was born in the great state of Colorado. If you were to drink real beer (St Bernardus Abt 12, Rochefort, Peche Mortel, Yeti, Old Ruffian, Arrogant Bastard, Hop Henge, Dreadnaught IPA...etc) and then take a piss into glass (1/4 full) then fill the rest up with carbonated water -you would have a beer that tastes like Coors Light (albeit a bit better).
Johnny drinks Coors Light because he can't handle beer that tastes like...well...beer!

 

[Cheeto]

Frost Brewed?

Could this refer to the weather in the area of the brewery?

-Jason

 

[Laughing_Gnome_Invisible]

Every year the megabrewers hold the catchphrase draft. This year Coors won with "Triple hopped" but they traded with Miler's for "Frost brewed"

In an unfortunate twist of fate, Budweiser ended up the the ****y prize. "It's drinkable"

 

[Trubadour]

In an unfortunate twist of fate, Budweiser ended up the the ****y prize. "It's drinkable"

Haha - Yeah, "drinkability"... all goes back to making sure the customers know that they won't get "bitter beer face."

My 100 degree / boat fishing / hanging out in the trailer beer (not being facetious) is Budweiser, so while I make fun, I still drink it on occasion. Just something about hanging out in camo in the hot sun or on a boat that makes Budweiser good. So I guess I'm not 100% beer snob.

 

[remilard]

No. Although it is light beer, it is not fountain soda.
It is made like all other beer.. which is not by mixing with carbonated water. Where on earth did you get that from anyways?

Is all beer made the same way now?

Read up on high gravity brewing (the industry term, not the home brewing term) sometime.

This is what A-B has had Bamforth working on out in Davis all these years.

 

[snailsongs]

I just glad there's coors and miller to remind me of how wonderful my own homebrew is and can be.....you guys act like you want them to live up to some sort of standard of brewing integrity, but in reality, we all relish the fact that there's a huge crap beer market out there for us to work against.....it gives the craft brewing/home brewing community point of reference, as in "what we don't want to ever do is......."

...and really, BMC is like Mcdonalds. Think about some of the McDonalds commercials you've seen over the years...would you say their adds promote truth, honest marketing of a quality product, and integrity and craftsmanship in their product? Do you get all upset when Burger King makes their famous claim about their whoppers being "flame broiled"? I just fail to see the difference, or the point of getting all bunched up about it. IMHO, no one should ever get bunched up about anything any kind of commercial has to say (unless they're personally insulting your mother). As Phil Collin's might say - it's all a pack of lies.

 

[IrregularPulse]

Haha - Yeah, "drinkability"... all goes back to making sure the customers know that they won't get "bitter beer face."

My 100 degree / boat fishing / hanging out in the trailer beer (not being facetious) is Budweiser, so while I make fun, I still drink it on occasion. Just something about hanging out in camo in the hot sun or on a boat that makes Budweiser good. So I guess I'm not 100% beer snob.

I used to think the same thing when I first heard drinkability. I thought Nice advertisement "Hey, it's drinkable so why not?!" But then I heard Jim Koch of SA talking about it. It is an actual beer term referring to the smoothness allowing one to drink several in a row. Such as where some IIPA or Huge Imperial Stout is fantastic, it's not something you're going to drink a 12 pack of. Well for most people.

I too take my share of jabs around here at BMC cause this is where we can all be snobs without being snubbed for it, but in reality every beer has it's place and anyone who thinks the brewers for BMC companies are wonderful brewers is an idiot. There marketing people on the other hand are Deuches, but then again, that's what marketing is for.

I'll take my miller lite and PBR when the time is right. as 12 oz aluminum can is the perfect counter weight for cornhole/horseshoes at the campground. The homebrew goes better with a bag chair and a campfire.

 

[menschmaschine]

Forgive me for the outrageous generalization, but most Coors light drinkers are in fact idiots

Are you calling me a Coors Light drinker!? You, sir, have crossed the line.

That could be a new "insult" on here... sort of like EAC. You're all a bunch of CLDs!