Leave the frosty mugs to the root beer slingers at A&W; there’s no place for frozen glasses in the craft beer biz.
A frosty glass causes people to drink faster, which no bar minds, but the real reason for them is that it masks the taste of beer. Think about the last time you had a Coors Light in a frozen pint. Could you even tell what you were drinking? I doubt it. The ideal temperature for beer is between 45 and 60 degrees, depending on the style. Miller Lite, on the other hand, is often served around 34 degrees. Add in the icy vessel and you might as well be drinking 4.5% ABV water, and that’s just the way we like it!
The problem is that most people actually drink craft beer for the flavor. That’s why the Brewers Association felt obliged to put out this totally cool video about how frozen glasses are not cool.
I want more like this!
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