Quote:
Originally Posted by YOhio
Does it really matter if the beer is kept cold from the time it leaves Golden, Colorado?
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Yes and no. You don't want beer to get hot for a long period of time or it will, for lack of a better term, spoil. Basically it will become vinegary much the same as wine does if left in a hot car for too long. So, to answer your question, room temperature is fine and being kept cold from the time it leaves the brewery is just a marketing gimmick.
That being said, American macro brews are lacking in the qualities (taste) that are found in craft and many European brews. Thus keeping the beer cold covers up many of the taste flaws and "enhances drinkability."
Finally, I love Coors.