For Roasters & Retailers

PBR’s Alcoholic Coffee, Now Available In N.J., Is Almost Too Good

From: nj.com

The story read like something out of The OnionPabst Blue Ribbon, everyone’s favorite crappy hipster brewery, announced earlier this monthit would release a “hard coffee” drink.

“Uh, why?” I (and probably everyone else) thought.

What’s next, Starbucks brewing light beer, or Miller High Life crafting a spiked iced tea?

It wasn’t the combination of coffee and alcohol that had me skeptical — Kahlúa, a coffee liquor, is terrific. I just have no idea what PBR is doing in the hard coffee business. I’ll never turn down a cheap beer at a dingy dive bar, but cheap beer and coffee just doesn’t seem like a winning combination.

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