Coor blimey - sub-zero beer!

June 24, 2006: Coors has taken the trend for cold beer to its logical conclusion - by introducing a brew designed to be served a few degrees below zero, with ice in it.

Coors Sub Zero will be served so that, ideally, it has a layer of slush below the head.

The technology to create the beer has been developed in Burton-on-Trent over the past eight years, at a cost of more than £10 million, even using science from the space shuttle missions. More than 50 patents have been taken out on the equipment.

Iain Loe, of the Campaign for Real Ale, remarked: "Cynics would say that it was just a way of concealing the fact there's no taste there."