It works like this: Coors is installing light-up tap handles in bars that reside in New York, Dallas, Philadelphia, Las Vegas, and Omaha. When Bud Light trolls, the bewitched tap handles will light up with the fury of eight, maybe nine, candles. This happens in every bar in which they have been installed. Then, Coors says, the next round is on them. Drink up! (Though, one must not yell "Dilly Dilly." Not because it's a different brand, but just because, please don't.)
The brand will monitor Bud Light's activity on social media and TV. When the blue can attacks the silver can, BOOM, the handles light up and free beers begin to pour.
Those of us on the frontline like free beer, of course. Who wouldn't? But we fear our acceptance of this free beer means that the war will never end.