Frost brewed and cold filtered mean nothing; whether it’s Bud, Miller, or Coors, only refrigeration can cool your beer.

Frost brewed and cold filtered mean nothing; whether it’s Bud, Miller, or Coors, only refrigeration can cool your beer.: All of these approaches obscure an obvious fact: How cold a beer is has nothing to do with how it’s brewed and packaged and everything to do with whether and how long the consumer refrigerates it before drinking it. No thinking person would ever claim to like Beer Brand A more than Beer Brand B because Beer Brand A is colder. But beer advertisements aren’t geared toward thinking people—they’re geared toward thirsty people. Commercials that brag about beer’s coldness are a wildly unsubtle attempt to circumvent viewers’ rationality by appealing to their baser instincts. Whatever your level of media literacy, a bottle of beer that sheds fragments of ice as it’s slammed down on a countertop in slow motion looks pretty darn refreshing.