SOURCE - The familiar Blue Ribbon seal has been hitting a lot of new products lately. Earlier this year, it was revealed thatPBR is working on a whiskey. Then there was news that it's releasing a PBR with a higher alcohol content, as well as a non-alcoholic version of your favorite $2 beer.
The company is clearly looking for ways to attract new drinkers and revenue. As of July 1, its latest foray into bellies across the country is a Hard Coffee. No, it's not diving into the hard seltzer market like loads of other breweries or even looking back to make a hard soda or other fad drinks on life support. Hard Coffee. And, yes, it contains caffeine, a representative has confirmed.
The announcement touts the elevated Four Loko as being "among the first of its kind in the industry." It's made with Arabica and Robusta coffee beans and "rich, creamy American milk." It's also infused with vanilla, making it sounds a bit like a boozy Frappuccino.
"Pabst Blue Ribbon has always been a brand that pushes boundaries and celebrates those who experiment and try new things," said John Newhouse, brand manager for PBR. "Hard Coffee is an opportunity for us to pioneer a delicious and fun new drink, and give America something unique."
The 5% ABV Hard Coffee will only be tested in five states to start. Those include Pennsylvania, Maine, New Jersey, Florida, and Georgia, a rep confirms. You can track down a four-pack using the store locator on the PBR website.
ALL in on this. I'll state that I am, and always will be a Miller/Coors man but coffee is my second love. Add alcohol to that and the fact that summer day drinking weather is upon us and buddy, I'm sold on this for SURE. This is all theoretical of course and will only be confirmed once I actually try this thing. I'm hoping it tastes good and not just like a Starbucks Frap...some say it tastes like a boozy Yoo-hoo which is something I can probably deal with. If it can wake me up early on a weekend AND get my buzz going, I'm down to try it at least once. Unfortunately, they're only testing in five states. How do we rig those votes to get them to throw a couple cases over here? I'll work on that and get back to you.