PBR Is Releasing Its Own Whiskey And Twitter Has Thoughts

From Delish

Pabst Blue Ribbon-the gritty all-American brewing company known for its loyal, cult-like following-is about to cross over into the hard liquor market. With the help of Michigan-based Distillery New Holland, PBR is prepping for a whiskey launch. According to MiBiz, the brands received federal label approval for the project last month, and while information on the release remains scarce, it's happening.

New Holland Brewing President Brett VanderKamp and Pabst spokesperson Alastair Duncan both acknowledged the collaboration but remained mum on the specifics. "We are just not quite ready yet as several details [are] still up in the air,” Duncan told MiBiz, before admitting the project is "quite a big thing." While the suspense is *killing* us, a long wait isn't likely. According to the site, Vanderkamp submitted the label for approval back in December-a process which typically happens mere months before a product debut.

PBR's relationship with New Holland began in 2016 after the pair reportedly signed a deal that would allow Pabst to sell their beer. The move, which became effective in early 2017, expanded New Holland's distribution footprint.

Per the label submitted to the Tobacco Tax and Trade Bureau late last year, Pabst Blue Ribbon Whiskey is "made from nature's choicest products that, legend has it, Jacob Best used in 1844 to provide its smooth, complex flavor." The 80 proof bottle is made from 52 percent corn, 27 percent malted barley, 17 percent wheat, and 4 percent rye. It's also advertised as "aged 5 seconds," which feels like a very PBR thing to do.

While the brand certainly has its own dedicated following, Twitter is largely unamused. Here's some of the, um, feedback:

The last one may or may not be a compliment. If we're looking at the glass half full shouldn't we just be glad PBR isn't gone for good? Back in November, the brewery faced a somewhat uncertain future after MillerCoors threatened to end their partnership. Pabst filed a lawsuit and later released a statement saying: "Even though MillerCoors’ market power is much larger than Pabst’s, we will not allow this industry bully to push us around."

Looks like they're rebounding with whiskey!

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