Raise a glass—and your pinkies. Pabst Blue Ribbon is breaking into the hard tea category.
The 176-year-old brewing company, best known for its signature blue ribbon label and American-style lager, is debuting a peach-flavored boozy iced tea in 26 states this summer. PBR’s alcoholic twist on the traditional refreshing drink delivers the sweetness of iced tea without dumping in sugar.
PBR created the product using real tea leaves. The 4% ABV beverage serves as a healthier alternative to beer, as it only contains three grams of sugar, five carbs and 100 calories.
Hard Tea isn’t PBR’s first libation experiment. In an effort to revive the legacy brand, the company has pushed out a creative range of drinks over the past year and a half, including its Hard Coffee, Stronger Seltzer and whiskey.
PBR’s commitment to beverage ingenuity—and to creativity in general—has been ongoing amid the Covid-19 crisis. In response to the pandemic, the brewery pledged to commission work from 1,000 creators for a year, supporting work in fields like bartending, design, animation, dance, cooking and film. Putting their promise into practice, PBR launched a virtual weekly bartender program that invites bartenders to share their best recipes with viewers ahead of the weekend (and receive tips).
Pabst Blue Ribbon Hard Tea is available to order now via online liquor store Drizly, which saw a drastic rise in sales during quarantine by serving Americans who were drinking at home in Georgia, Illinois, Indiana, Iowa, Kansas, Kentucky, Maine, Massachusetts, Michigan, Minnesota, Montana, Nebraska, New Hampshire, New York, North Carolina, North Dakota, Ohio, Pennsylvania, South Carolina, South Dakota, Utah, Vermont, Virginia, West Virginia, Wisconsin and Wyoming.
Don't miss eCommerce, CPG and Retail Performance Marketing, a live virtual summit on August 19-20. Gain insights from Supergoop, Vans, Yave Tequila and more. Register for now for free.