Coors Light is transferring its beer flavors from the can to the freezer this March.
Tuesday morning, the beer company announced the launch of beer-flavored popsicles, called Coors-icles, as part of an advertising campaign for March Madness. Coors-icles, a non-alcoholic treat that tastes like you've just cracked into an ice-cold can to help you "chill out" if your bracket goes sideways or your favorite school gets knocked out. The popsicles are set to be available for a limited time during the NCAA Tournament.
"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," Marcelo Pascoa, the vice president of marketing for the Coors Family of Brands, said in a statement provided to Food & Wine. "We're making sure that fans watching the games at home or at bars nationwide can cool down with a Coors-icle."