March Madness is a time when brands come out of the woodwork with their offbeat products and stunts.

Already this year, we’ve seen Jack Link's beef jerky’s "Tender Meat for Tender Meat" post-vasectomy care packages (a lot of guys get snipped at this time of year, to watch basketball during post-op recovery) and DiGiorno’s Cry Pie, an all-onion pizza you can blame if you happen to break down in tears when your team loses (because boys don’t cry over things like emotions).

And now this morning, Coors Light has announced Coors-icles, non-alcoholic beer-flavored popsicles, dreamed up by the agency Mischief, designed to keep you cool when March Madness heats up. In the video below, Dick Vitale—a man rarely known for keeping his cool, and thus an amusingly ironic endorser—hands out Coors-icles at a bar.

His shushing of a patron who dares to cheer a little loudly in a nice moment.

Though non-alcoholic, Coors-icles are of course intended for consumers 21 and over. A limited number will be sold at shop.coorslight.com every weekday at noon EST from today through March 24. They’ll also be available at more than 800 bars nationwide during the tournament. Fans can also enter for a chance to win a 6-pack of them at CoorsLight.com/Coorsicles.

“Every point, slam dunk, assist and block puts you on the edge of your seat, but a taste of a Coors Light Coors-icle will bring you back to a moment of chill,” said Marcelo Pascoa, VPof marketing for the Coors family of brands. “We’re making sure that fans watching the games at home or at bars nationwide can cool down with a Coors-icle.”

“For more than 40 years, I’ve been known for my enthusiastic, passionate, sometimes controversial—but never boring—style,” added Vitale. “This March, when everyone is screaming their lungs out over a little game, the Coors Light Coors-icle is here to provide some chill.”