For Roasters & Retailers

PBR For Breakfast? New Hard Coffee Offers A Different Kind Of Buzz — And Nails It


I had to try it to believe it. Pabst Blue Ribbon, the maker of the original ironic hipster beer, has created a hard coffee beverage. Yes, you read that correctly, and, no, this is not your mother’s white Russian.

“We wanted to make something that tasted like delicious iced coffee, not beer,” says Brand Manager John Newhouse. “Our innovation team nailed it.”

Nailed it they did. I chilled my precious sample cans (Pabst Hard Coffee is available only in five states currently — Pennsylvania, Maine, New Jersey, Florida, Georgia — and the company could not say when it would roll out more widely.) and took them to my neighborhood drinking establishment, where I excitedly shared them, over ice, with a drinking buddy who happens to be a beer expert.

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