The Pabst Blue Ribbon name is now attached to a new non-alcoholic, THC-infused, lemon-flavored seltzer.
The Los Angeles-based beer manufacturer’s PR firm today announced the formation of Pabst Labs, a licensed cannabis company based in Los Angeles, as well as the launch of a non-alcoholic, THC-infused, lemon-flavored seltzer, Pabst Blue Ribbon Cannabis Infused Seltzer, in California.
In a press release, the company said Pabst Labs was started by a group of cannabis beverage experts and ex-Pabst Brewing Company employees with whom the brewing company struck a licensing agreement to use the Pabst Blue Ribbon moniker. A free one at that.
Pabst Labs brand manager Mark Faicol, who worked for the brewing company for 4.5 years, told the Los Angeles Times that Pabst Labs is a separate entity and the beer company has “no financial stake, and they’re not going to share in any of the sales. But they did give us the rights to use the brand with no fee.”
Pabst Labs will control the production, marketing and sales of the non-alc, THC-infused seltzer.
“Pabst Blue Ribbon has an incredibly loyal and passionate customer base who are open to change and embracing new ideas,” Faicol added in a press release. “We’ve spent a long time creating a quality product for both new and experienced users, and believe the entry of an established brand can help kick-start the cannabis drinks category.”
Each 12 oz. can of Pabst Blue Ribbon Cannabis Infused Seltzer contains 5 mg of THC and checks in at 25 calories and 4 grams of sugar.
“With 5mg of THC per can Pabst Labs has ensured it offers up a responsible dosage designed to make it a go to drink for both casual and experienced cannabis users,” the company said in the release.
The product is being test launched in “a select group of California dispensaries,” as well as being sold directly to consumers with next-day delivery in the San Francisco Bay Area, Los Angeles, Sacramento and Humboldt County via shop.PabstLabs.com. A 4-pack of 12 oz. cans retails for $24 online, while a 24-pack sells for $120.
Although lemon is the only flavor currently available, the company said other flavors are in development.
“Though this is a limited initial launch, we’ve had a really enthusiastic and positive response from dispensaries and customers, and are looking forward to a wider roll out in the coming Months,” Faicol said in the release.
Earlier this month, Canopy Growth Corporation said it will launch THC-infused beverages in California and Illinois dispensaries by summer 2021 through a partnership with New York-based Acreage Holdings, THCnet reported. Constellation Brands owns more than 38% of Canopy.