In the extravagant, frequently ridiculous world of branded alcohol products, Coors Light has always been able to differentiate itself from the competition with ideas that make headlines. They've come out with color changing nail polish; they've come up with beer flavored popsicles; and this year they didn't seize to amaze us!
Its latest innovation, dubbed the Chill Jersey, interprets the brand’s slogan literally. In anticipation of the League Cup, the brewer has unveiled a limited-edition sports jersey designed with an icy twist. The shirt reportedly features “built-in thermal sensors” that “activate a cooling system” as it detects your body temperature rising.
Now you may be wondering how exactly this technology works and well.. unfortunately we have no idea as well! though we can confirm that the jersey comes packaged with an armband beer holder so we hope that makes up for the lack of information we have on the technology.
The brand produced only 90 of the limited edition jerseys, now available online for $50. A limited amount will be sold each day through Friday, with another run scheduled for July.