Pabst Blue Ribbon Goes after the Whiskey Market

You’ve always known Pabst Blue Ribbon as a favorite beer, well, get ready to stock your pantry with a new favorite whiskey—the Pabst Blue Ribbon Whiskey. For the first time this summer, Pabst Blue Ribbon will release its own whiskey. According to the label, the whiskey will come in a 750 milliliter bottle. The recipe is 52 percent corn, 27 percent malted barley, 17 percent wheat, and 4 percent rye. The resulting distillation is 80 proof, and aged for “5 seconds,” making it what is referred to as a white whiskey or white dog whiskey.

Speaking of labels, that’s how word got out. Each alcohol brand is required to submit their labels for approval through the Alcohol and Tobacco Tax and Trade Bureau. That process makes the records public, and a keen eyed report saw the label go through. And word of the whiskey soon got spread.

An existing partnership between Pabst and Michigan-based New Holland Brewing is responsible for the whiskey. It’s a bit of a departure from what Pabst Blue Ribbon has been come to be known for, but this move may be more in line with the company than you might think. The label reveals, “This is Pabst Blue Ribbon Whskey. Made from Nature’s choicest products that, legend has it, Jacob Best used in 1844 to provide its smooth, complex flavor.” Appropriately enough, you’ll have to wait for summer to give it a try, when you’re already knocking back the Blue Ribbons anyway.

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