Pabst Blue Ribbon appears to be getting into the whiskey game.
According to MiBiz.com, Michigan’s New Holland Brewing Co. received federal label approval for a Pabst-branded whiskey last month, suggesting that the Holland-based company will serve as the contract distiller for the product.
New Holland President Brett VanderKamp did acknowledge the collaboration between New Holland and PBR, however, he was hesitant to release any other details.
“We are just not quite ready yet as several details are still up in the air,” spokesperson Alastair Duncan said in an email to MiBiz, noting the project “is quite a big thing for the brand.”
The new label reads:
“This is Pabst Blue Ribbon Whiskey. Made from nature’s choicest products that, legend has it, Jacob Best used in 1844 to provide its smooth, complex flavor.”
Hipsters rejoice.
