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Pabst Blue Ribbon isn’t the first to market with a flavored, alcoholic seltzer. In fact, it’s jumping into a category that’s officially on fire this summer, driven by brands like White Claw and Truly, with beer giants Anheuser-Busch (Bon & Viv) and MillerCoors (Henry’s Hard Sparkling Water) also trying to grab their share of consumers’ bar tabs.
But PBR has a trick up its sleeve, especially if alcohol-by-volume is a deciding factor for drinkers: Stronger Seltzer is exactly that, with 8% alcohol content as its “defining characteristic,” according to the BBH New York designer behind the launch ads.
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