• by Teresa Buyikian , 4 hours ago

Cold feet won’t be the only chill thing at steamy outdoor weddings this summer for a few Coors Light customers.

The company aims to give relief to sweaty tuxedo-clad grooms and groomsmen.

Created with agency Droga5, Coors Light recently debuted The Cold Tux, which it describes as “the first-ever tuxedo engineered with cooling technology,” at a wedding in the aptly named Winter Park, Florida. The chilly tux used a hidden refrigerating core powered by ice pack rods covered in a linen shell. Inside the suit has its own “Chill-o-stat” like the one on the Coors Light can, also turning blue when the suit reaches a “perfectly chilled” temperature.

Coors Light customers aren’t left out in the cold; the brand also created the BrrrTie; a cooler twist on the traditional bow tie. After chilling the accessory before wearing, it provides “up to 40 minutes of refreshing cool, just enough relief to get through 'I Do' without breaking a sweat.”

According to the brand, the idea for The Cold Tux and BrrrTie were inspired by a recent Coors Light commercial shoot. The spot, seen here, takes place at an outdoor wedding altar where the groom nervously sweats in the heat while waiting for the bride to appear. Instead of the flower girls, two of the groomsmen make their way down the aisle, with baskets full of Coors Light -- to the delight of the groom.

Customers can get a BrrrTie of their own at TheColdTux.com for $32 each while supplies last. Only 100 ties will be available, with half dropping on June 27 and the other half on June 30 beginning at 12 P.M. EST.

Coors Light is promoting the BrrrTie via its Instagram @CoorsLight.