As a public service, Hackwhackers wants you to know the next time you see a beer commercial telling you your beer should be ice cold, remember this:
"Big, corporate breweries -- the Buds, Millers and Coorses of the world -- have long emphasized the requisite iciness at which their beers should be served, going so far as to now peddle temperature-controlled bottles that tell you when your beer is cold enough. The problem with such gimmicks is that too-cold temperatures actually dull the taste of beer. At least, it's a problem if you happen to be drinking a finely crafted microbrew. If you are, indeed, knocking back an ice-cold Coors, the deep freeze will serve to mask its lack of flavor and keep the tingly carbonation intact, further distracting your taste buds." (emphasis added)
(Full disclosure: a Hackwhacker offspring is in the microbrew bidness, not that that would change our opinion of Coors, etc.)
