Sam Adams teamed up with some engineers and developed a koozie that counts your beers in order to help drinkers stay in the game longer.
The koozie, called the Insulated Pacing Apparatus (or I.P.A.), will alert you after every two beers, suggesting that you might want to mix in a non-alcoholic beer or something else.
They are inviting customers to register to win one of these things with the hashtag “PaceWithTaste.”
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