Introducing The World's Most Refreshing Beer™ Coors is a clean, light and refreshing lager with low bitterness and crisp finish that delivers mountain cold refreshment. Coors is best served cold. Every pack features our unique thermochromic ink. When the mountains on the bottle or can turn blue, Coors is mountain cold and ready to drink. It's our Cold Beer Guarantee, and it's how you know Coors is at the perfect temperature. Remember, Blue Mountains = Cold Beer.