Spiked seltzer has graduated from the trendiest drink of the summer to the bro-iest drink of the summer, reaching the legendary bro levels of Chubbies shorts, Croakies sunglasses, and khaki bucket hats. This news from PBR won’t do much to change that.
Pabst Blue Ribbon announced the release of its first spiked seltzer drink this week, Stronger Seltzer. It is a strong seltzer indeed, with 8% ABV. That’s not-to-be-messed-with strong. It’s lime flavoring is classic, and it is sweetened with Stevia, with only 1 gram of sugar per 16 ounce can.
For comparison’s sake, Truly hard seltzer is 5% ABV, with 1 gram of sugar per 12 ounce can. White Claw is also 5% ABV, generally with 2 grams of sugar per 12 ounce can. Bon & Viv makes spiked seltzer that’s only 4.5% ABV with zero sugar. This new PBR seltzer is heady stuff.
Pabst got creative this year, likely because the beer category is bleeding customers (and not just bros) to newfangled beverage categories like spiked seltzer. It recently released Pabst Blue Ribbon Extra with extra alcohol and Pabst Blue Ribbon Non-Alcoholic with no alcohol, hitting both ends of the spectrum. It dabbled with a hard coffee and is keying up to release its Pabst Blue Ribbon Whiskey, which is aged for only five seconds.
It’s not the only beverage company doing its best to chase down people who’d rather not drink beer. Anheuser-Busch is investing in all kinds of strange liquids, like fermented honey drink and alcoholic flat water. Natural Light—yeah, Natty Light—just debuted its first spiked seltzers; as the company said in a tweet, let’s fuckin’ go. They only have 6% ABV, though.
Which is all to say that there are a lot of non-beer things to drink this August, particularly for those of you in large groups prone to chugging Truly’s alongside a lake on a long weekend or plowing through buckets of White Claw on a lazy Sunday afternoon. But, you know, take it easy. There’s no sense in ruining a perfectly nice Labor Day weekend by drinking one too many Stronger Seltzers.
Pabst’s Stronger Seltzer is only on store shelves in Arizona, California, Montana, and Texas, with no word yet on pricing. If you live elsewhere, you’ll just have to stick to a 12-can variety flavor hard seltzer pack to make up the difference. Or, if you want to get crazy, you could drink regular old PBR.
Source : Esquire