Coors Light is launching the world’s first smart beer tap handle… and it’s reportedly powered by “Bud Light negativity.”
According to MillerCoors, “each time Bud Light talks about Coors Light, the tap handle illuminates, signaling that each legal-age patron in select bars will get a free Coors Light.”
The handles were unveiled Wednesday at a MillerCoors convention with distributors in Tampa.
The handles will launch March 22 in select bars in New York, Philadelphia, Dallas, Omaha and Las Vegas.
MillerCoors said they will monitor Bud Light’s social and broadcast media activity and whenever the company “attacks” Coors Light, the smart handle will light up.
The MillerCoors blog also said “a simplified version will be available more broadly.”