For Roasters & Retailers

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


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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