A tangy hard seltzer flavor that started out as an April Fool’s Day joke is about to become all too real. Crook & Marker is teaming up with drink ware makers BrüMate to bring you “Afternoon Dillight Hard Pickle Seltzer.” But other brewers have released pickle seltzers, too.
On April 1 of this year, BrüMate teased a pickle seltzer on social media. It was, of course, intended to be a funny prank, based on the date.
Yet to the company’s surprise, the joke was on them – over 10,000 email addresses signed up to get more info on the dilly drink. Clearly on to something, BrüMate partnered with beverage company Crook & Marker to bring the funny idea to life.
Announced on Thursday, the new collab will be a limited run of available over the summer. The first of the pair’s “Crook’d Brü Series,” fans can expect to see more surprising, small batch flavors.
“Crook & Marker has a great sense of humor, and their drinks are out-of-this-world—so this was a no-brainer for us,” Chief Drinking Officer and founder of BrüMate Dylan Jacob said in a press release. “Innovation is at the core of everything we do, and Crook’d Brü was the perfect way to get people talking. This is going to blow the hard seltzer market wide open.
He also teased fans about what to expect next. “If you think this is bold, wait until you see what else is in the works. Hard seltzers are never going to be the same again!”
Billed as a “really big dill” (of course), each can of hard pickle seltzer contains 100 calories, no sugar, and 5% ABV. Only 10,000 12-packs will be produced, and curious legal-drinking age (LDA) consumers will be able to purchase it online.
In an apparent (yet admirable) attempt to see how many pickle puns they could fit into one caption, BrüMate announced the release on its Instagram.
“You already know cold drinks are our bread & butter, but we’ve been fermenting something extra special with @crookandmarker and it’s a really really big dill,” the post read.
The collab is a fun expansion for Crook & Marker, which uses organic supergrain to make its alcohol.
“We relish a good challenge, so together with BrüMate, we’re saving the world from boring hard seltzers by releasing flavors so wild your tongue needs to sign a waiver,” Chief Marketing Officer for Crook & Marker Daniel Goodfellow added in the release.
“Coming out strong with our shockingly delicious Afternoon Dillight, the Crook’d Brü series is guaranteed to start conversations and stir things up. If the flavor makes you second guess everything, chances are we’ll probably make it… and make it well.”
Every group has its “pickle friend,” or the person whom can be trusted to eat the unwanted pickle on your plate. As that friend, I love pickle inspired snacks like potato chips and popcorn so of course I am curious to try this concoction.
If you, too, are the pickle person in your group, you can join the aptly-titled VIPickle list in order to be notified when the Crook’d Brü seltzer drops.
Other Pickle Seltzers
Rio Fresco Dill Pickle is a pickle-flavored hard seltzer. A refreshing burst of cucumber is followed by slight tart dill finish. Brewed with Agave and Natural Flavors. 5% ABV.
Magic Brine is the real Pickle Hard Seltzer created by Wild Acre Brewing using the all natural pickling brine of Willigan’s Island from Lockhart, TX. 4.6& ABV.
Blind Pickle, the newest addition to Deep Ellum’s hard seltzers has a “natural dill pickle flavor.” The limited release hard seltzer is brewed with cane sugar and has 5% ABV.
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