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Pabst Blue Ribbon Cannabis-Infused Seltzer Launches in California

Created with help from former PBR employees, the new non-alcoholic cannabis drink is now available in select dispensaries and online.

For generations, Pabst Blue Ribbon was a simple brand struggling to survive on its legacy before hipsters embraced that old-school attitude and returned the beer to prominence over the past couple decades. But over the past couple years, PBR has drastically rewritten its ethos. No longer a single lager, in 2019, Pabst began rolling out new variations on the beer: higher strength Extra, lower strength Easy, and no strength Non-Alc. Then, PBR pivoted from beer entirely, introducing PBR Hard Coffee. That launch proved popular enough that Pabst followed with similar products like PBR Hard Tea and PBR Hard Cold Brew. Meanwhile, PBR also jumped into the trendy hard seltzer category with PBR Stronger Seltzer. And not to mention, even stronger, PBR released its own whiskey.

Needless to say, it’s been an insanely busy two years for the once proudly stagnant brand, and if you’re wondering if PBR has any other tricks up their sleeve—and what on Earth could even be left—well, a mere two weeks after announcing the launch of their cold brew, PBR is already back with an even more outside the box product: PBR with THC.

Announced today, Pabst Blue Ribbon Cannabis Infused Seltzer is a non-alcoholic, THC-infused lemon seltzer packed with five milligrams of marijuana’s main active ingredient in each 12-ounce can. The resulting beverage is billed as offering up “a responsible dosage designed to make it a go to drink for both casual and experienced cannabis users,” while keeping waistlines slim with just 25 calories and four grams of sugar per serving.

To Read The Rest Of This Article By Mike Pomranz on Food & Wine

Published: October 07, 2020

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