MillerCoors to Introduce Coors Light Cans with Helium Widgets
A Light"er" Light Beer? MillerCoors Unveils Coors Light HELIO
MillerCoors today said it had received approval from the TTB for labeling of 16 oz. cans of Coors Light HELIO which will feature an industry first liquid helium insert, similar to the widgets found in cans of Guinness. While the helium apparently has no affect on the pitch of the drinker's voice, it does however provide a smoother, lighter drinking experience. Read the press release below for more.
FOR IMMEDIATE RELEASE
The coldest light beer in America just got a little bit lighter! We're proud to announce the newest member of the Coors Light family, Coors Light HELIO! This unique product features a patented liquid helium dispension system that provides unrivaled smoothness. Your favorite light beer just got lighter...and a whole lot smoother!
Coors Light Helio's Patented Liquid Helium Dispension System
“This is cutting edge. This product is going to revolutionize the industry and provide consumers with an futuristic drinking experience. Helium, even moreso than nitrogen, when injected into beer in liquid form provides an incredibly smooth pour and creamy, silky mouthfeel. A lot of time when into the technology of these cans and we're proud to say we're the first to provide this exciting experience to the American beer drinker!” said Len McDonell, Vice President & Chief Brand Manager of MillerCoors. “This is the type of new product development that is important to us as a company.”
Cans of helium-enriched Coors Light HELIO feature a patented state-of-the-art capsule filled with liquid helium. When a can is opened the liquid helium is released and the gas is introduced into the beer. The non-toxic gas then creates bubbles in the beer that are microscopic in size and which give the beer a very noticeable smoothness.
“Coors Light HELIO is really something special. Beer drinkers looking for a unique product should look no further. You've never had a beer with a taste this smooth or light.,” McDonell also said.
If you're wondering about sounding like a chipmunk while drinking Coors Light HELIO, worry not. Helium in its liquid form injected into beer will not have the same effect as when the it is inhaled.
“This is the same Coors Light you know and love, but now lighter than air - almost! Just in time for summer, Coors Light HELIO is the full-flavored lighter light beer!” McDonell added.
About MillerCoors Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. Blah, blah, blah...you get the picture...