Pabst Blue Ribbon Has Released a New ‘Hard Coffee’

It’s not beer – but it is a coffee, milk and vanilla blend with a 5% ABV malt liquor kick.

Exclusive Mockups for Branding and Packaging Design

Exclusive Mockups for Branding and Packaging Design

Photo by: Yellow Images

Yellow Images

Imagine this scenario: You want to go out for a fun night with your pals, but you’re a little bit tired, in need of a pick-me-up and at the same time looking to get into a party mood. Do you reach for a cup of coffee or a cocktail? Pabst Blue Ribbon has just launched a product it’s hoping will provide an answer: neither … or kind of both.

This month, Pabst Blue Ribbon, the makers of beer embraced by the humble and the hip, has introduced PBR Hard Coffee. To be clear, the new beverage is not beer, but rather a cold coffee and malt beverage mash-up made with a blend of Arabica and Robusta coffee beans, milk and vanilla flavoring – all of which delivers not only a kick from caffeine, but also from 5 percent alcohol by volume.

"Pabst Blue Ribbon has always been a brand that pushes boundaries and celebrates those who experiment and try new things," John Newhouse, brand manager at Pabst Blue Ribbon, said in an announcement to the press. "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."

Alas, not everyone can try it and love it – should it prove worthy of everyone’s love – right away. PBR Hard Coffee is currently only available in select test markets in Pennsylvania, Maine, New Jersey, Florida and Georgia, the companynoted on Twitter, pointing the Hard Coffee curious to the PBR Product Finder.

The early reviews on social media are pretty positive – it has prompted comparison to Java Monster and Yoo-hoo and, according to, "a frappuccino that gets you drunk."

That ought to make the millennial trendsetters to whom PBR Hard Coffee is presumably targeted sit up and notice.

Photo courtesy of Pabst Blue Ribbon

Related Content:

Next Up

Is Chocolate the New Coffee?

When the midday slump hits, try reaching for some chocolate instead of a cup of joe. Your brain may thank you.

Catch This: Tom Brady Has Never Even Tried Coffee

The New England Patriots quarterback is not now and has never been a java fan.

News Update: FDA Hints at Releasing Long-Awaited Salt Guidelines

As blood pressure and health care costs for chronic disease continue to rise, the FDA is preparing to lower salt guidelines. Many folks in the U.S. take in about 3,400 milligrams (or 1 ½ teaspoons) of salt each day, that’s well above the 2,300 milligrams per day (or 1 teaspoon) maximum recommendation. By having food companies and restaurants cut back on salt, the FDA is hoping to lower the incidence of high blood pressure, strokes and other medical proble

Wendy’s Has Unveiled Its Full New Breakfast Menu

This time, the chain’s management is pretty sure it’s getting breakfast right.

US News Releases List of the Best Diets For Healthy Eating

U.S. News just released a list of the healthiest diets. How did popular diets like Paleo, Mediterranean, DASH, TLC and Atkins rate?

Meghan Markle Has a New Cookbook In the Works

And it's for the most touching cause.

The Girl Scout Cookie Lineup Has a New Member

And it’s gluten-free! (Scout’s honor.)

Our LaCroix Obsession Has Just Entered a New Level

What, you never considered wearing your seltzer obsession?