Ain't the beer cold?

There's a reason we like our beer cold, our white wine chilled, and our red wine at room temperature.  Temperature alters taste perception.   I think most of the world probably knew this, but now it's been STUDIED!

Temperature of food and beverages can effect [sic] the intensity and flavor of tastes*

(I think it would actually be the taste of flavors, but I'm not the copy editor, and I just chuckle when people get 'affect' and 'effect' wrong in a HEADLINE!)