There’s a new Milwaukee-based seltzer coming to market and it’s called PRIMER.
Available in black cherry and mango, the seltzer is the project of co-founders Matt Sievers and Anthony Spina.
The spin on PRIMER is not only that it is infused with electrolytes – which according to a press release, “will help keep every drinker primed and ready for whatever is coming next” – but that each package contains a variety of ABV levels, helping ensure there’s something for everyone.
The nine-packs of 12-ounce cans include versions at 5 percent, 8 percent and 0 percent ABV. They will retail for around $16.99.
The seltzers are gluten-free, have 2g of sugar and carbs, and between 20 and 180 calories per serving.
The recipes were created by Randy Hughes, the former City Brewery brewmaster, and the seltzers are being made at Potosi Brewery.
Hughes retired in 2019 after 42 years in the business and nearly 25 years at City Brewery, which was formerly G. Heileman Brewery.
More flavors are expected to be added to the lineup over time.
PRIMER will be available initially in Wisconsin, Illinois and Michigan, beginning in February, with plans to expand its reach across the Midwest.
“In a year that brought so much change, we couldn’t help but notice this included people’s drinking habits,” say the founders. “Seeing opportunity to both innovate within our rapidly evolving industry and redefine the greater drinking experience, our mission was clear. We see PRIMER not just for now, but also for the future.
“We created an experience combining elevated and evolving ingredients within a 3 ABV drinking system to give choice, control and consciousness to our current and new generations.”
Milwaukeeans may know Sievers from his leadership roles at Nomad World Pub, SportClub and Nomad Nacional, but he also worked in Pabst Blue Ribbon’s marketing department for seven years.
Spina, meanwhile, worked promoting Old Style and PBR before becoming senior brand manager for White Claw in 2018-19.
Find more on PRIMER at drinkprimerseltzers.com or on social media @drinkprimerseltzers.
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.