Coors Light Enters the Deodorant Game with Cold-Activated Innovation

Two decades ago, Coors Light rolled out a new feature: The mountains on the can or bottle turned blue when it was cold and ready to drink. 

Since then, that has been the staple for Coors Light. 

Now, the company has dipped into a new realm with something you must see to believe: deodorant. 

Coors Light Rolls Out New Deodorant

Yes, believe it or not, Coors Light has partnered with Duradry to release a deodorant that can be put in the refrigerator. Once it’s in the fridge, the mountains will turn blue when it is ready to “deliver Rocky Mountain freshness straight to your underarms with an instant cooling effect and all-day sweat protection,” per the official release. 

The product is called Dura Chill. 

I guess I’m a promoter now too,

Apparently @CoorsLight is dropping a deodorant today at 12PM! pic.twitter.com/g9JPYdKlxi

— Marcus Anthony Buss (@imaisonkitsanu) July 29, 2025

Dura Chill is labeled as the “first-ever chill deodorant with cold-activated packaging” and is “designed to keep you dry and fresh.” 

Coors Light Going to the “Next Level” 

Marcelo Pascoa, the VP of Marketing at Coors Light, spoke about the release of the new product. 

“Coors Light is all about helping people ‘Choose Chill,’ and this summer, we wanted to take that to the next level – starting with your armpits. Whether you’re sweating through a heat wave or just trying to stay chill while watching a Leagues Cup match, Dura Chill is like giving your underarms their own ice-cold beer.”

Duradry founder Jack Benzaquen even said they “turned high-performance sweat protection into a fridge-worthy summer flex. Dura Chill is proof that even your pits deserve to chill like a beer.”

The product debuted on July 29, right in time for the Leagues Cup. 

Where to Get the New Coors Light Deodorant 

Now, this new product is not cheap. 

The product is available on the Coors Light website, but for a steep price of $14.99. However, as of Thursday night, the product had already sold out. 

On the contrary, the Duradry website has the Dura Chill deodorant as part of a set with Duradry Deodorizing Body Wash and Antiperspirant Wipes for a price of $39, while supplies last. 

Related: Costco Is Quietly Selling Discounted College Football Tickets With Perks

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