I was extremely confused by this note until I examined it in context. It turns out that 10 °C refers to the environmental temperature, not the beer serving temperature.

Been in Jokkmokk in the Winter Market once, I believe in the beer tent it was around zero, mild temperature for enjoying beer (outside it was -22C).

I think the coldest I've drank a beer was about -17C. Made memorable by going to finish my beer after talking for a few minutes and my lips briefly froze to the can. Plenty of people I know drink beer outside while and after skiing.

10c = 50F and this got me curious at which temperature the mountains turn blue on the Coors can [1]. Coors has apparently determined that 40F-48F (4.44C - 8.88C) is the perfect temperature for their swill.

https://www.youtube.com/watch?v=dM3USopPZoA

For beers like Coors I find the colder the better. You taste it less.

It hardly tastes of anything in the first place!

Lots of people in Scandinavia at the end of winter.

Well, at least not cold beer.