Really Cold Beer

A new lager served at below freezing
temperature, developed by beer
firm Coors, looks to target an
emerging trend for colder beer on
the troublesome UK beer market.

Coors said its new Sub Zero beer
used a patented pouring process
enabling it to be served at
temperatures below 10 degrees in
bars and pubs.

If successful, the launch will add
more evidence that Britons have
begun to shrug off their
stereotype as
warm beer lovers.

The company said it had spent
more than ten million dollars over
eight years developing the pouring
mechanism for Sub Zero. It has
taken out more than 50 patents    
on the one-minute, fully
automated process.

The crux of the technology is the
formation of soft frozen lager
crystals in the top of the beer glass,
as the lager is poured. These
crystals melt away in the drinker's
mouth, while helping to keep the
beer colder for longer.

The brewer said various prototypes
tested in bars since 2000 have been
a success with consumers.

The idea of super-chilled beer has
already worked well for Coors' rival
Scottish & Newcastle (S&N).

S&N said its new Super Chilled cold
beer technology helped its Foster's
lager brand to a 10 per cent sales
rise in Britain during its
2005 financial year.

Molson Coors also recently launched
its Sub Zero beer in Canada.

Did you notice how Coors never
mentioned the taste of Sub Zero?
Two Beers A Day Keeps The Doctor Away

Scientists have just finished a six-year study into the effect of alcohol on the body and
found a drink or two each day was better for the heart than a drink just now and then.  
It was particularly beneficial for middle-aged men, the study done in Denmark found.

Men who drank moderately each day had a 41 per cent lower risk of heart disease than
teetotallers. That was far more beneficial than those who drank no more than one day
a week who only saw a seven per cent drop. But there was bad news for women who
enjoy a drop as the team found there was no such benefit for them.

The study followed more than 22,400 women and more than 25,000 men aged 50 to
65 for nearly six years. The results were adjusted for known cardiac risk factors such
as age, smoking, education, physical activity and diet. It found men averaged 11.3
drinks a week to women's average of 5.5 drinks.
Feature News  from
     It's Bud in the EU

Anheuser-Busch Cos. Inc. announced another legal
victory Monday in an ongoing fight to trademark its
top-selling Budweiser beer in Europe.

The Board of Appeal for the European Union's Office
for Harmonization in the Internal Market ruled that
Anheuser-Busch can register it's trademark "Bud"
beer throughout Europe, the company announced.

The ruling is just one piece of a massive legal fight in
several European courts between Anheuser-Busch
and the Czech brewer Budejovicky Budvar. At issue
is the famous Budweiser brand, which both
companies claim an historical right to use.

The Czech brewery was founded in 1895 in a town
called "Budweis" by the German immigrants who
founded it - a beer brewed there would have been
known as a Budweiser. Anheuser-Busch launched its
own U.S. Budweiser brand in 1876, picking the name
because it evoked German brewers but was still easy
for U.S. consumers to pronounce.

The European courts ruling is subject to appeal, but
is a major step forward in Anheuser-Busch's effort to
market Budweiser in Europe, according to the

"We are making solid progress in our battle to
protect the brand names we've developed," Stephen
Burrows, president and chief executive officer of
Anheuser-Busch International, said in a news
release. "As a result, Anheuser-Busch can sell its
flagship brand under the Budweiser or Bud brand in
30 European countries."

The legal dispute between the two brewers is being
played out in dozens of courts throughout Europe.

The Czech company has argued that the name
"Budweiser" should only refer to beer brewed in a
certain area, in the same way Greek Feta cheese
can only be produced in certain regions.

Anheuser-Busch has argued that the term Budweiser
is simply slang used by German immigrants - the
Czech company's hometown is officially named
Ceske Budejovice.

"Bud is not and never has been a city in the Czech
Republic," Burrows said in the release. An
Anheuser-Busch spokesman did not answer
questions on the ruling Monday.