• Maine is one of just five states where PBR is testing the alcoholic beverage.
   
• Hard Coffee is a malt liquor, milk, and coffee concoction that contains 5% alcohol by volume.

Pabst Brewing Company, a Wisconsin-based American liquor and beer company, has reportedly launched its new alcoholic beverage, Pabst Blue Ribbon Hard Coffee (Hard Coffee) across five states including Maine for testing and reports cite that the hard coffee is creating a buzz throughout Maine.

According to reports, Hard Coffee is a coffee, milk, and malt liquor concoction that contains 5% alcohol by volume. Since its release in early July, the beverage has amassed such prominence that some shops are finding it hard to keep the product in stock. Along with Maine, Pabst is also testing its coffee in Georgia, Florida, New Jersey and Pennsylvania before extending to other markets.

Pabst Brand Manager, John Newhouse stated that company selected Maine because Northeast drinks ample amount of coffee and merchants across Maine were eager to have this product in their stores. Newhouse further stated that distributors are crucial for product sales, hence the company takes their input seriously.

The General Manager of Roopers Beverage & Redemption store chain, Tony Olmstead stated that PBR Hard Coffee has been the hottest selling item this summer season. Olmstead further added that it tastes like iced coffee from Dunkin Donuts that includes alcohol in it. Maine has always done good with PBR, which could be the prime reason behind PBR choosing the store.   

Pabst is not the first company to come up with the idea of alcoholic iced coffee. Prior to Pabst, Bad Larry’s launched Cold Hard Coffee in 2017 across the Midwest. Furthermore, Cafe Agave Spiked Cold Brew also offers 12.5% alcohol in flavors such as salted caramel and mocha.

It is too soon to tell whether PBR Hard Coffee possesses the staying power that would make it a permanent fixture of the region’s alcoholic beverage offerings.

Source Credits : https://www.pressherald.com/2019/07/24/pbr-hard-coffee-creating-a-buzz-in-maine-test-market/