It’s not every day a beer company steps in to solve one of the most overlooked tortures of modern life: the summer wedding.
But Coors Light just did exactly that. And it’s the kind of problem-solving that reminds us of a time when American companies were obsessed with making life better for everyday folks, not just chasing flashy marketing gimmicks.
The Misery of a July Wedding
Let’s be real. Summer weddings are brutal.
Every man who’s ever worn a tuxedo in July knows the scene all too well: blistering sun, drenched shirt, suffocating collar, and a constant fear of passing out before the vows are even over.
It’s a sweaty, miserable affair—and one that’s become almost accepted as “just the way it is.”
But Coors Light apparently decided that wasn’t good enough.
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