Coors Light is always promoting its coldness in commercials--you know, the Silver Bullet Train that roars through wherever, or the label that changes color when it's cold enough. What the commercial doesn't say is that the colder a beer is, the less you can actually taste of it, which, in the case of Coors Light, may be a blessing.
The article below doesn't say whether the guy who survived by "eating" Coors Light enjoyed the taste, but at least he's alive. Check it out.
(PS: There was no comment on the color of the label...)