"Cold Aging" beer

I always assumed it was marketing speak for lagering.

 

Another word for "lagering", the process that every AAL goes through.

 

Lol, I cold age my better stouts too, at 50 and dark.

 

Me too, I don't think the average consumer would understand what lagering means, and cold is always a great marketing word when trying to sell cheap beer,

 

But were the mountains blue?

 

I fear that "cold age" might imply older is better and then by extension fresh not important to the average consumer

 

Could Mean 2 things.
Lagering or Conditioning in a brite tank before bottling/kegging to ensure that the product is cold and the CO2 is dissolved.
One is just colder than the other.

 

Means the same thing as brewed the hard way....nothing.

 

Macro marketing is in fact devoid of any real factual content.

 

"Cold Aged" as beer marketing terminology for lagering has been around for a long time. Falls City used it in the 1930s, and Genesee ads, and even their neck labels, read "Cold Aged" in the 1970s.

Other brewers used some other variation, like "Cold Brewed".

I don't know, US brewers and other sources have been explaining the meaning of "lager beer" for a while now.

And lager beer brewers have likewise been boasting of their long lagering periods for about as long.

 

Beat me to it ^^^ with Genesee Beer but this slogan and can are a couple of my favorites! Of course, I still think the slogan it replaced "...a little more exciting!" was better.

 

Cold aging is a little more attractive sounding than.. Set for a typical home party bmc commercial that somehow is also attached to the brewery. re: Pizza, jiggly boobs, some antics and dancing interspliced with brewery work b-roll highlighting a hard work ethic and brewing Coors Light. Two guys emerge in front of a party. "We put it all in our big fridge and then ignore it for SIX. WHOLE. WEEKS!"
Everyone jumps up and down and whoooo's. And quickcut to a shot of them now snowboarding.
"Coors Light™ ...a little more exciting!"

 

I'm reminded of a scene from the only episode of Mad Men I ever actually got around to watching. Something to the effect of:

Marketer: Your cigarettes are toasted!

Cigarette Man: All cigarettes are toasted.

Marketer: But the consumer doesn't know that.

 

"cold aging", hahahahaha that's a good one! (just sounds like a very very clever way of saying their beer sits for loooong periods of time, so dont ever expect freshness!)

Kudos, Coors, you clever, mediocre bastards!

 

Seeing that many BAs that I've communicated with on these boards don't understand that lager is a fermentation process, more so than a style of beer, I would absolutely agree that Joe Beer Drinker doesn't understand it either.

To the OP. Coors' gimmick in the beer world is to be seen as the "coldest" beer available. Blue mountains, icy trains that blow through your backyard cookout, and indeed "cold aging" all play into this marketing language. Think nothing of it.

 

Crappy terms for crappy beer.

 

Coors Light is a lager beer and...well, to quote MillerCoors' "How We Brew" webpage:

The "cold aging" term has nothing to do with freshness, or how long or at what temperature the beer was stored after packaging.

 

Ever tasted a beer that wasn't aged? Not tasty.

 

i'll just drink my fresh hoppy beers that don't like to age then. to me, Coors always tastes "old', regardless of how "fresh" it is.