THE BRONX - A billboard that is being displayed in the Bronx has a glaring grammatical error.  

A Coors advertisement reads "Born in the Rockies, Lives in Bronx," and seems to be missing the "the" in front of the word "Bronx."

Published reports say it isn't the first time that brewer of ice cold beverages has gotten itself into hot water. In 2011 and 2013, there were controversies within the Puerto Rican community over some of the company's campaigns.

The billboard is part of a Coors Light campaign that highlights its new can design.