Pabst Blue Ribbon Is Launching a Whiskey That’s Been ‘Aged 5 Seconds’
The internet couldn’t handle the news.
In case you haven’t heard yet: Yes, PBR didn’t just avoid extinction after making a new deal with distributor Miller-Coors—it’s even launching its own whiskey.
Sit with that a moment and consider that the hard stuff has been having a moment. We wouldn’t say it has replaced craft beer or fine wine obsessions, but whiskey is a thing now. It invites a certain level of hipsterish devotion, and, well, a Pabst Blue Ribbon connection was just inevitable, if you think about it.
https://twitter.com/whogivesadram/status/1103646060445085696
Pabst Blue Ribbon Whiskey will be an 80-proof (40 percent ABV) “white whiskey” that is “aged five seconds,” according to a spokesperson and its label, which was approved by the Alcohol and Tobacco Tax and Trade Bureau (TTB) last week. After rumors circulated about the potential PBR booze debut, Food and Wine confirmed on Tuesday that it is indeed real and set to launch this summer.
PBR whiskey will be sold in 750-milliliter bottles. Its label indicates a mash bill of 52 percent corn, 27 percent malted barley, 17 percent wheat, and 4 percent rye.
The takeaway is PBR is making moonshine, because that’s what white whiskey is—”raw” stuff that hasn’t been barrel-aged.
Since PBR has had that hipster vibe for a while now, as well-loved by Brooklyn beardos as it once was by cutoff jeans-wearing backyard barbecue dads, news of a branded whiskey definitely received some social media discussion. Reactions were…mixed.
PBR is making whiskey… no thank you
— john (@_johnpendell) March 6, 2019
This actually sounds….. super fucking gross https://t.co/TG3fc0XBpI
— InflictedKaos (@ZacharyShinkle) March 7, 2019
https://twitter.com/WatchYourSox/status/1104548011575787521
Not going to lie, I'm gonna drink the PBR whiskey at least once or twice to make sure I don't like it then chase it with a few beers to be 100% positive I won't finish the bottle the first day.
— Sick Of Everything (@GVAJr77) March 9, 2019
Literally Nobody:
Pabst Blue Ribbon: “A PBR Whiskey May Be On the Way“ via @Thrillist https://t.co/ArQbg2JpSU
— Abbie B. Elliott 🤷🏻♀️(she/her/ella/elle) (@abbie_b_elliott) March 9, 2019
https://twitter.com/Thndrfn83/status/1104037780852785153
Okay now, that’s just harsh.
There will be a market for Pabst Blue Ribbon Whiskey, we’re pretty sure of that. The guy who ran an ultramarathon swilling PBR might consider it a step too far, but who knows how those women into guys who drink the beer might see this development?
Whiskey and beer are natural companions, in the end—see the boilermaker.
Price and release date aren’t available yet. Rest assured, you’ll probably learn those when friends start making jokes about it on Twitter again.