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“Hipster” might still get tossed around as much as a college kid who thought he could get away with throwing a punch at a bouncer because his dad owns multiple car dealerships, but over the years, it’s slowly lost its meaning as craft beer and long beards have become increasingly normalized.
As a result, hipsters as we once knew them have started to go extinct, and last year, it looked like there was a chance we were going to lose one of the most iconic symbols associated with the movement when it was revealed PBR was fighting for its life.
Thankfully, Pabst managed to survive the scare and the beloved Blue Ribbon was saved from going the way of the dinosaurs, and earlier this year, the company revealed it was deciding to expand its horizons by getting in on the whiskey game.
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However, it doesn’t look like they’re stopping there.
If you pay attention to beer trends, you’re more than aware adjuncts have never been hotter as producers continue to throw seemingly every ingredient imaginable into their offerings.
Big and small brewers alike are experimenting with virtually every flavor under the sun, whether we’re talking about light beers infused with fruits and teas or the chocolate coconut almond habanero cinnamon stouts that are crushing palates around the country.
Now, a new challenger has entered the arena in the form of Pabst Hard Coffee, a boozy canned concoction that was officially released on Monday.
I haven’t had the chance to try it yet—get at me, Pabst—but if Untappd reviews are any indication, anyone who enjoys a good Yoo-hoo or Frappuccino is in for a treat.
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Consider me very intrigued.