PBR's New Seltzer Has An Unexpected Ingredient

Business Insider reports that the past few years have seen a serious increase in the number of people drinking spiked seltzers. At this point, if you made it through the whole summer without seeing a single can of White Claw, you might be living under a rock. Beer company Pabst Blue Ribbon's new seltzer offering, however, isn't alcoholic at all — but that doesn't mean it's a kid-friendly, substance-free beverage. In fact, quite the opposite: this seltzer is infused with cannabis

According to FoodBeast, PBR just announced the creation of Pabst Labs, the brand's cannabis company. The Pabst Labs Original Lemon flavor of Cannabis-Infused Non-Alcoholic Seltzer will be tested at some California dispensaries, and California residents can order the seltzer directly at the Pabst Labs online shop. Residents can order a 24-pack for $120, which may look like a lot at first glance, but it comes out to $5 per can. If you're not ready to commit to 24 cans of this new drink, you can also get a 4-pack at dispensaries for $24, according to NPR.

What's the buzz from drinking PBR's new cannabis-infused seltzer like?

Each 12-ounce can features 5mg of THC, which the Pabst Labs site calls "The right amount to start having a good time." It's a low to medium dose, according to the brand manager at Pabst Labs Mark Faicol, who explained to NPR, "It's going to have an onset time of 20 to 30 minutes, which is a lot quicker than many other edible products." If sippers are unsure, Faicol suggested, they start by drinking half the can and seeing how they feel. 

The seltzer has been at dispensaries for a few weeks now, and it's popular; "...right now our challenge is really producing enough product to keep up with demand from retailers," Faicol told NPR. "Everyone wants it — our first initial production sold out immediately, the same with our second production run." Why make a cannabis seltzer? As Faicol explained in a statement (via Thrillist), "Pabst Blue Ribbon has an incredibly loyal and passionate customer base who are open to change and embracing new ideas. 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."