is offering March Madness fans a new way to enjoy a cold beer while watching games at their favorite bar.
The brand, owned by Chicago-based Molson Coors Beverage Company
, is selling “Coors-icles,”
non-alcoholic, beer-flavored popsicles. Coors Light is marketing Coors-icles as a way to “stay chill” all throughout March Madness.
“Every point, slam dunk, assist and block puts you on the edge of your seat, but a taste of a Coors Light Coors-icle will bring you back to a moment of chill,” said Marcelo Pascoa
, vice president of marketing for the Coors Family of Brands. “We’re making sure that fans watching the games at home or at bars nationwide can cool down with a Coors-icle.”
Coors-icles, intended for consumers ages 21 and over, will be available at more than 800 bars nationwide throughout the college basketball tournament. A limited number of Coors-icles will also be released online every week through March 24.