Whiskey business

Whiskey business

Hold onto your low balls. It seems the darling of the hipster yellow beer scene, Pabst Blue Ribbon, is getting into the whiskey business.

Marketed tongue-in-cheek (as least we hope so) as “five-second aged whiskey,” the PBR website describes the newest entrant to liquor store shelves as “ready to mix ... an 80-proof no-nonsense white whiskey with a smooth, clean finish.”

Although we can’t guarantee the new elixir is totally palatable, the $25.99 price tag is.

But, if you want to get your thirsty little hands on the new PBR hooch, you’ll have to first put them on the steering wheel (and please not after, duh). The PBR whiskey brrel is only being rolled out in select cities – including Denver and, according to the PBR website, Liquid Assets, in Cortez.

Almost as surprising (or maybe not) is PBR’s entrance into the white-hot hard seltzer market (but at 8 percent ABV be forewarned, these are not your mom’s White Claws.) The 175-year-old brewery is also getting onto the lesser known arena of “hard coffee,” presumably to get you drunk and sober all at once.

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