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Budweiser and Coors battle over beer can claim

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Coors Brewing Company

What does it really mean to have the “world’s most refreshing can?” Well, we are about to find out.

The gauntlet has been set for whether or not a new aluminum innovation from Coors really offers beer drinkers a "smoother, more refreshing pour" from the "world's most refreshing can.”

The contender: the King of Beers. Coors’ rival company Anheuser-Busch, the North American unit of A-B InBev and brewer of Budweiser and Bud Light, has filed an official complaint with the National Advertising Division of the Council of Better Business Bureaus about the truthfulness of Coors’ advertising campaign.

Anheuser-Busch demanded evidence that the can was scientifically better than its competitors. The brewer has recently been marketing its own Bud Light "vented can," which it describes as "featuring a first-of-its-kind self-contained venting tab that delivers the world's smoothest drinking experience in a can."

"Anheuser-Busch InBev's complaint about the World's Most Refreshing Can is frivolous and an inappropriate use of NAD's resources,” Jonathan Stern, MillerCoors' director of media relations told The Business Journal. “All of the statements regarding the can either clearly are intended as acceptable marketing puffery or have been proven through extensive testing as accurate."

According to the complaint, the challenged claims include Coors’ assertion that it provides: “The World’s Most Refreshing Can,” with a “NEW Double Vented wide Mouth,” a “2 Stage Cold Activation & Frost Brew Liner,” “When the Mountains Turn Blue It’s As Cold as the Rockies,” a “Smoother, More Refreshing Pour” that “Locks in Frost Brewed Taste,” and “Beer on the Inside, Science on the Outside.”

In a formal statement Anheuser-Busch said, "A-B believes in the self-regulatory process and we are pleased that the NAD is escalating the claim. The NAD has referred our claim to the FTC because MillerCoors has chosen not to participate in the self-regulatory process."

The debate over the science behind the can may soon become a moot point, regardless of whether or not Coors' claims are truthful.

“The advertiser," read a statement released by the Council of Better Business Bureaus, referring to Coors. "Expects that all of the ‘World’s Most Refreshing Can’ television and radio spots and related digital campaigns currently running to be permanently discontinued by the end of September."

So what do you think? Is there such a thing as the world’s most refreshing can?