PBR has a coffee-beer hybrid percolating.
Bouncing back from the “Pabst Blue Ribbon shortage of 2018,” the enduring American brewing company is testing out its new “Hard Coffee” in select states.
PBR’s depressant-stimulant cocktail combo is made from “Arabica and Robusta” coffee beans and “rich, creamy American milk.” It’s hyped as tasting like “premium vanilla-infused iced coffee” — but packs a 5% ABV punch.
“Pabst Blue Ribbon has always been a brand that pushes boundaries and celebrates those who experiment and try new things,” says John Newhouse, brand manager at Pabst Blue Ribbon. “Hard Coffee is an opportunity for us to pioneer a delicious and fun new drink, and give America something unique. We hope everyone loves it as much as we do.”
For now, the beverage is only available in Florida, Pennsylvania, Maine, New Jersey and Georgia. Participating outlets can be tracked via PBR’s “Finder.”
Prices vary by state, but a four-pack of the caffeinated brews costs $14.99 in the state of Pennsylvania, according to the Philadelphia Inquirer.
Hard Coffee debuts 175 years after Jacob Best developed PBR’s “beloved lager recipe,” the brand touts, and “continues to celebrate its founder’s thirst for innovation, recognizing that today’s drinkers demand great tasting products with flexibility and options for a range of lifestyles.”
Though the product is dubbed the “first of its kind” in promo materials, it’s actually not: Dunkin Donuts released a coffee beer with Harpoon Brewery in October 2018.
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