It can play the role of those Italian whites of yore: clean, cold refreshment.
"This summer," an announcer proclaimed, "cold refreshment will show its true colors, because every Coors Light can is now cold-activated".
Needless to say, the origin of the glaciers is meant to remind consumers of the "Rocky Mountain cold refreshment" that Coors Light promises to deliver.
"It's getting back to the roots, back to a brand promise of cold refreshment," Mr. McGrath said, tracing the provenance of the train to how Coors Brewing transported its beer from the Colorado mountains.
"Everything we do pivots on reinforcing and dramatizing 'Rocky Mountain cold refreshment,' " says Royce Wills, director of innovations and activation for the Coors family of brands in Golden, Colo., which is marketed by MillerCoors, a joint venture of SABMiller and the Molson Coors Brewing Company.
Signs once advertised "ice cold tonics," "refreshment for man and motor" and "De Luxe, all-electric" cabins.
Great examples can swing from lean, steeled, cold stream refreshment, to sweet late harvest wines of heady line and length, stopping at all stations, good, bad, and ugly, as it goes.
The food service consists of hot meals, hot or cold snacks, or light refreshments, depending on the length of the flight and the time of the day.
Serve directly from the fridge, ice cold and full of refreshment.
Sometimes, the best summer treat is a tall, cold glass of iced refreshment.
If it's nice weather, offer lemonade, individual baggies of popcorn (stove-popped, not microwave-popped, which is way more expensive), or other sunny day refreshments; if it's cold or blustery, offer hot tea or cider.
