A new seltzer is hitting the market in California, but the special ingredient isn’t alcohol; LA-based Pabst Labs is introducing a cannabis infused seltzer which bears Pabst Blue Ribbon’s name and iconic logo.
“Different kind of buzz”
In spite of the PBR branding, the seltzer contains no alcohol. However, each can contains five milligrams of THC; as the can says, it is “a different kind of buzz.” Pabst Blue Ribbon Cannabis-Infused Seltzer is currently only available at select dispensaries in California, which allows for legal adult recreational use of marijuana.
At present the new seltzer is only available in Original Lemon flavor, but Pabst Labs plans to release additional flavors soon. The special seltzer costs $24 per 4-pack, or $120 per case of 24. Each can contains only 25 calories and four grams of sugar in addition to five mg of THC, which Pabst Labs calls “the right amount to start having a good time.”
And Pabst Labs indeed wants you to start having a good time, as it has crafted the seltzer to enter your system quicker than the average edible. According to the company, its “advanced emulsion technology, powered by Vertosa… works quicker than an average edible, and allows for the most efficient absorption into your system, so you won’t be left waiting for hours to feel a buzz.”
New territory for brand management
Although the cannabis-infused seltzer dons the famous blue ribbon that Pabst won at the 1893 Chicago World’s Fair, it is important to note that Pabst Labs is not actually related to the brewery – the two entities just share the name.
Pabst Labs is a small, two year old company with a half dozen employees, two of whom previously worked at the PBR brewery. The Labs brand manager, Mark Faicol, is one of the employees who came over from the brewery.
Mr. Faicol spoke of Pabst Labs’ unique partnership with the Pabst Brewing Company, who allows the Labs use of the name and logo for free. He pointed out that the brewery “can’t legally hold a cannabis license because it’s not federally legal,” Faicol said. “There’s no financial stake, and they’re not going to share in any of the sales. But they did give us the rights to use the brand with no fee. While I can’t speak on their behalf, what I think it’s really affording them is an opportunity to learn about the [cannabis beverage] space with a partner that they really trust.”
PBR has several new innovations
The brewery has been moving into some unique new spaces recently. Since 2019 Pabst has released an imperial hard seltzer, hard coffee
, and a hard iced tea. Mr. Faicol says that what the Labs gets from the free deal is name recognition.
“It’s transcended generations,” Faicol said of PBR. “It’s [a brand] your grandparents probably know about it, your parents know about it and your friends today know about it. We’re looking to appeal to new and long-term brand supporters [as well as] the canna-curious.”
No word yet on when the cannabis-infused hard seltzer may hit other states. While cannabis remains illegal at the federal level, 11 states and Washington, D.C. have legalized it for adult recreational use with four additional states voting on the matter this November.
- Molson Coors Increases NA Foothold with La Colombe Coffee - September 15, 2021
- Half Time Beverage Adds Seltzer and Canned Cocktails Gift Packs - September 14, 2021
- Coming Soon: Great Lakes Agave Twist Ranch Water - September 13, 2021
