Gradually, I grew to appreciate the new label. That was until about May of this year. Your cans are made of aluminum. Aluminum is a great conductor of energy. Your beer is commonly consumed outside, and thus, the container may be exposed to sunlight.
Sunlight striking the can causes radiant warming of the surface of the can.
Warm beer sucks. This is a process that can be observed in just about any beer. Granted, this process may not be real evident up there in Wisconsin, but down here in Oklahoma where the summers are both sunny and hot, this effect is quite a problem. There's no telling what the folks in Texas and Arizona are having to put up with. The results of these experiments are listed below.