Molson Coors Beverage Co is capitalising on Coors Light’s ‘official beer’ status for US ice hockey team Tampa Bay Lightning with a one-off brew made using rink ice.
The brand owner will celebrate Lightning’s retention of the Stanley Cup this week by releasing Coors Light Champions Ice in the Tampa area next week. The beer has been brewed with ice from the rink on which Lightning won the trophy on Wednesday.
Coors Light Champions Ice uses ice that has been “purified using reverse osmosis membrane ultra-filtration technology”, according to Molson Coors. A limited number of 32oz (91cl) cans will also go on sale to commemorate the win.
“As an official beer partner of the Tampa Bay Lightning, we’re proud to celebrate the team’s second-straight championship win by giving Bolts fans a literal taste of the action,” said Marcelo Pascoa, VP of marketing for the Coors portfolio. “We’re no strangers to the magic of the ice, both in the arena and outside it. And now, we’ve taken that ice and have brewed it into a refreshing beer.”
The limited-edition Coors Light will be available from Monday at selected on-premise outlets in Tampa Bay.