The Coors Vented Can creates a smoother pour. While it’s useful, it’s not as exciting as previous innovations like cans that change colour when your beer is cold. Guys were skipping the venting part.

Guys don’t want to be the last among friends to experience things. Especially when it comes to sex or beer. We created the social stigma: Vented Virgins. It created conversation around the special can and raised the question “Have you done it yet?” Now guys would show off how ‘experienced’ they are and playfully tease and encourage friends to lose their Vented Virginity.