April 1 Means a Contest for Nastiest Beverage, Apparently

Each spring, April Fools' Day arrives with a fresh opportunity for brands to prove themselves foolish. Amid a pandemic that's raised consumers' collective anxiety level to unseen heights, one might assume that brands would sit this year out rather than risk causing any more undue stress to a consumer base teetering on the edge of sanity. And yet, dozens of brands have proved willing to risk their credibility in an attempt to be funny. That usually proves most problematic for brands that stake their reputations on the truth, like news organizations, or brands that are already working to rebuild trust, like certain automakers. For others, though, it can be pretty harmless. Alcohol brands that already operate in a rather playful corner of the consumer goods category have fully embraced April Fools' Day this year in what's turning out to be a contest for who can dream up the grossest fake beverage offering. Here are some highlights—and to be clear, none of these are real products. Bud Light Seltzer Anheuser-Busch's Bud Light Seltzer is giving fans a dinnertime shortcut—because the only thing better than pizza and hard seltzer is pizza-flavored hard seltzer, right? The new libation reportedly comes in four flavors: anchovy, extra cheese, pepperoni and veggie. The fake seltzer comes in four different classic pizza flavors. Butter Chardonnay With Butter Chardonnay's new ButterBot, which looks like a Roomba with a wine bottle stuck in the middle of it, white wine fans don't even need to get up off the couch to refill their glasses. Simply sync it with a voice-activated speaker system to summon the wine bottle at any time of day or night. How convenient! The ButterBot invokes a Wall-E-style dystopia appropriate for 2021. Hendrick's Gin "Inspired by a case of mistaken identity," Hendrick's Gin said that today it's offering a jar of gin-infused pickles because too many people were already confused by the cucumber garnish the brand recommends adding when serving the botanical spirit. Because who wouldn't want to get drunk on pickles? Ithaca Hummus Everybody wants in on the explosive growth of hard seltzers, even snack brands like Ithaca Hummus. That's why the brand announced its new lemon and beet-flavored, hummus-infused hard seltzer with an "added boost of chickpea protein," the brand explained. Lemon Beet Spiked Seltzer, a natural extension for the snack brand. Justin's and Athletic Brewing Company Pairing up with non-alcoholic beer brand Athletic Brewing Company, Justin's said it's launching a peanut butter-flavored alcohol-free craft brew. And honestly? Maybe this is something they should revisit in the fall. Peanut butter stouts are not a bad option when it gets chilly outside. This could actually be a good idea. Mike's Hard Seltzer With a new line that Mike's Hard Seltzer said is sure to be "a staple of exclusive yoga retreats, extreme Crossfit clubs and other hardcore fitness events nationwide," the brand said it's now infusing super healthy stuff into its bubbly beverages in the U.K. The "Naturally Good" line comes in three flavors: charcoal and kale, ginseng flaxseed chia chai and Himalayan sea salt-dusted goji berry. A new line of beverages for the health nut in your life. Yuengling Partnering with Pennsylvania potato chip and pierogi brands UTZ and Mrs. T's, Yuengling is offering fans another way to simplify their lives after a particularly "salty" year, the beer brand announced today. UTZ Snacks Crunchwave IPA and Mrs. T’s Pierogy Pilsner both allow consumers to "combine their drinking and eating needs in one" to allow for nonstop Netflix binges or TikTok scrolling—whatever has gotten you through this pandemic so far. Yuengling brought the essence of Pennsylvania along for its April Fool's Day stunt. “Pierogies, potato chips and pilsners… that’s what Pennsylvania does,” Sheryl Yuengling said in a statement. “We’re excited for these new beers that pair well with Zoom fatigue and general feelings of boredom. Oh, and by the way… Happy April Fools' Day.” Read Next: Brands Are Punking Us Again for This Year’s April Fools’ Day

Alcohol Industry News

Alcohol and Snack Brands Dreamed Up Some Truly Revolting Beverages for April Fools' Day 2021

There's pizza and hummus-infused seltzer, gin-soaked pickles and so much more

Kathryn Lundstrom

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Kathryn Lundstrom