March 24, 2005 -- Question: How do you make Molson-Coors beer taste better?

Answer: Serve it so cold that it has no discernable flavour.

No, wait, this isn’t me slagging the world’s fifth largest brewer. It’s the world’s fifth largest brewer slagging itself, if I’m allowed to interpret the latest press release out of the Canadian office of Molson-Coors.

At issue is a new device developed by “Innovation Team at Molson” which, according to the release, is the world’s first draught tower that serves beer at below zero degrees Celcius. That’s sub-freezing to you and me, and sufficiently cold that pretty much all the flavour of the beer should be suppressed.

In explaining this “exciting innovation,” Molson’s Gino Cantalini, vice-president of the brewery’s Innovation division, said: "We took our cue from beer drinkers who told us that they enjoy Molson Canadian more when it's really, really cold."

In other words, Molson Canadian is at its best when it can’t be tasted. Which is the first statement from a major brewer in a long time that I can wholeheartedly agree with.

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