Coors Light this month will debut the world’s first smart beer tap handle powered by Bud Light negativity. Each time Bud Light talks about Coors Light on social or broadcast media, the tap handle illuminates, signaling that each legal-age patron will get a free Coors Light at select bars in five cities: New York, Philadelphia, Dallas, Omaha and Las Vegas.

“When they bring hate, we will literally bring light,” says Ryan Reis, vice president of the Coors family of brands. Read more