Let's face it: If you wake up and say, "PBR me, ASAP," you’re apt to look a bit like someone who needs some help.
But that might (key word: might) change as soon as today, as Pabst is launching PBR Hard Coffee in some markets, according to Reid Ramsay of Beer Street Journal, who wrote today, "Pabst Brewing Company is stepping beyond their famed Blue Ribbon beer this year. There is currently a boozier version of PBR making its way to markets as you read this, a PBR Whiskey hitting shelves soon (aged just seconds in wood), and now – PBR Hard Coffee."
According to Ramsay, the hard coffee clocks in at 5 percent ABV and uses Arabica and Robusta coffee beans, along with milk and vanilla.
"Pabst Blue Ribbon has always been a brand that pushes boundaries and celebrates those who experiment and try new things," PBR Brand Manager John Newhouse told Ramsay in his report.
"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."
Some folks have already tried the brew, which is described as a stout but sounds like it might not be beer-esque at all, and have posted reviews on Untappd.
"Creamy, sweet and light. Like a frappuccino that gets you drunk," wrote one. "I don't know if PBR was the first to do this, but they hit it outta the park."
"Had a non drinker try it and this is the first one they actually enjoyed," reported another.
"Can’t believe how good this is. Starbucks latte!" raved a third.
The quaff has a rating of 4.21 (out of five) after 160 reviews on the site.
Vinepair.com, in the meantime, says it tastes like Yoo-Hoo.
It’s unclear if the beer will be available in Milwaukee, but a call to Ray’s Wine and Spirits found that they do not yet have it but will stock it if and when it comes to town.
Meanwhile, Pabst's social media channels seem oddly silent on this new product.
Hi! Right now our Hard Coffee is in limited release in Pennsylvania, Maine, New Jersey, Florida + Georgia. If you want to see if it is near you in any of those states, you can check out our Product Finder on our website. Let us know if you have any further questions! — Pabst Blue Ribbon (@PabstBlueRibbon) July 3, 2019
Born in Brooklyn, N.Y., where he lived until he was 17, Bobby received his BA-Mass Communications from UWM in 1989 and has lived in Walker's Point, Bay View, Enderis Park, South Milwaukee and on the East Side.
He has published three non-fiction books in Italy – including one about an event in Milwaukee history, which was published in the U.S. in autumn 2010. Four more books, all about Milwaukee, have been published by The History Press.
With his most recent band, The Yell Leaders, Bobby released four LPs and had a songs featured in episodes of TV's "Party of Five" and "Dawson's Creek," and films in Japan, South America and the U.S. The Yell Leaders were named the best unsigned band in their region by VH-1 as part of its Rock Across America 1998 Tour. Most recently, the band contributed tracks to a UK vinyl/CD tribute to the Redskins and collaborated on a track with Italian novelist Enrico Remmert.
He's produced three installments of the "OMCD" series of local music compilations for OnMilwaukee.com and in 2007 produced a CD of Italian music and poetry.
In 2005, he was awarded the City of Asti's (Italy) Journalism Prize for his work focusing on that area. He has also won awards from the Milwaukee Press Club.
He can be heard weekly on 88Nine Radio Milwaukee talking about his "Urban Spelunking" series of stories.