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MillerCoors, a joint venture of brewers SABMiller and Coors Brewing, will refresh Coors Light packaging with a two-sided cold-activated label that will be featured on 12- and 16-oz. cans hitting stores in April.

The entire lineup of Coors Light cans—10-oz., 12-oz., 16-oz. and 24-oz.—will sport a two-sided Rocky Mountains logo that turns blue when beer reaches optimum temperature. Coors Brewing last year rolled a cold-activated 24-oz. can for c-stores with a thermochromatic label, which changes color depending on temperature—on one side. Evolving to packages with two sides that change color ensures that consumers will see the symbol for cold refreshment no matter how the cans are stocked inside retail coolers.

A group of male subjects were asked, at different times of the year, to rate photos of women. They gave their highest scores in the winter and autumn, and their lowest scores in the summer.

Anthropologists who carried out the experiment believe the seasonal variation may have an impact on mate choice and on levels of adultery.

There is no clear explanation for the variation, but the researchers say one theory is that fewer female bodies are on display in the winter, so the rarity makes them more attractive.

In the study, reported in the journal Perception, 114 men were shown pictures every three months over a period of five seasons.

There were three kinds of photographs: full body portraits of women in black swimsuits, exposed breasts of different sizes, and faces of young women.

To account for variation in individual preferences, scores were averaged out to obtain each man’s overall score awarded to each of the three kinds of photo in spring, summer, autumn and winter.

Results showed that bodies and breasts were rated most attractive in autumn and winter, and least attractive in summer. On the other hand, there was no seasonal variation in ratings for faces — which the researchers believe may be because women’s faces are on view all year round.

The researchers, from the University of Wroclaw in Poland, also tested how attractive the men in the study found their own partner. The results showed the same seasonal pattern, with a peak in autumn and winter. But when the men were asked to rate their own attractiveness, there was no seasonal variation.

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Loneliness and coldness are often associated in everyday language, but psychologists have found that social isolation does make people feel cold.

The University of Toronto team found people feeling excluded said a room was colder than those feeling included.

And people who felt left out also chose comforting hot soup, rather than an apple or soft drink.

A UK psychologist said the findings could help people feeling isolated, particularly in the winter months.

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