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Pabst Brewing Flexes Innovation Muscles

PBR Hard Coffee joins three other new-product launches
Photograph courtesy of Pabst Brewing Co.

MILWAUKEE — Pabst Brewing Co. has recently launched several new products, including the debut of Pabst Blue Ribbon Hard Coffee in limited test markets in July.

PBR Hard Coffee contains 5% alcohol by volume and is made using Arabica and Robusta coffee beans and "a dash" of American milk.

“Pabst Blue Ribbon has always been a brand that pushes boundaries and celebrates those who experiment and try new things,” said John Newhouse, brand manager for Pabst Blue Ribbon. "Hard Coffee is an opportunity for us to pioneer a delicious and fun new drink, and give America something unique. We hope everyone loves it as much as we do.”

Hard Coffee is currently available in New Jersey, Pennsylvania, Maine, Florida and Georgia.

In April, Pabst launched Pabst Blue Ribbon Extra, a "great-tasting, easy-drinking higher-ABV beer," and Pabst Blue Ribbon Non-Alcoholic.

Packaged in a black can, Pabst Blue Ribbon Extra offers a light, crisp 6.5% ABV alternative to heavy drinking beers, the company said.

Pabst Blue Ribbon Non-Alcoholic is "made with the finest hops and grains, offering a great real beer taste that allows everyone to join the occasion," the company said.

In late 2018, Pabst also launched Pabst Blue Ribbon Easy, a full-flavored, low-calorie beer, and will roll out Pabst Blue Ribbon Whiskey later this summer.

Pabst Blue Ribbon is owned by Milwaukee-based Pabst Brewing Co., America's largest privately held brewing company.

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