On October 7, Pabst labs—linked to famed beer maker Pabst Blue Ribbon beer—announced the drop of a new non-alcoholic drink Pabst Blue Ribbon Cannabis Infused Seltzer, with a twist of lemon. The beer brand has been around for over 175 years, with a strong cult following, especially among the college-aged crowd.
The new offering from Pabst Labs will be sold in 12-ounce cans, with the perk of only containing 25 calories—relatively comparable to White Claw and other seltzer drinks. Each can is infused with 5mg of THC, providing a subtle, but noticeable psychoactive effect, though not as much of an effect as smoking cannabis. It’s the kind of dose that can be consumed at a similar rate to typical beer, minus the alcohol.
“Introducing a different kind of buzz – Pabst Blue Ribbon Cannabis Infused Seltzer with a twist of lemon,” Pabst Blue Ribbon posted on Instagram on October 7. “Brought to you by our friends @PabstLabs.”
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Introducing a different kind of buzz – Pabst Blue Ribbon Cannabis Infused Seltzer with a twist of lemon. Brought to you by our friends @PabstLabs.
A post shared by Pabst Blue Ribbon (@pabstblueribbon) on Oct 7, 2020 at 9:30am PDT
“Until the legal landscape changes, we can’t produce this in-house, but the formation of Pabst Labs, a licensed cannabis operator, involving former Pabst Blue Ribbon employees and cannabis beverage experts, gave us a unique chance to grant the use of our brand to a cannabis savvy group that we could trust to develop an infused drink worthy of the Blue Ribbon,” Seamus Gallagher, a senior brand manager at Pabst Blue Ribbon told Food & Wine.
The Pabst Blue Ribbon brand was established in 1844 in Milwaukee, Wisconsin—long before many other beer brands emerged. The brand experimented with different products, including PBR Hard Coffee, PBR Hard Tea and PBR Hard Cold Brewand even its own line of whiskey.
Since the drinks are infused with THC, they can only be purchased at licensed dispensaries, per state law. For now, Cannabis Infused Seltzer is available in the California market, or it can be shipped to addresses where recreational cannabis is legal when it is ordered online. A 4-pack of Cannabis Infused Seltzer cans is $24 and a 24-pack is $120.
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