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Brace yourself: Pabst Blue Ribbon is reportedly planning to launch its own brand of whiskey.

First reported by MiBiz, the Michigan-based New Holland Brewing Co. submitted a label request to the U.S. Department of Treasury’s Alcohol and Tobacco Tax and Trade Bureau (TTB) in December 2018 and received approval for a new whiskey called “Pabst Blue Ribbon Whiskey.”

When emailed by MiBiz about details on the new whiskey, New Holland Brewing President Brett VanderKamp “acknowledged the label, but deferred to executives at Pabst, whom he said were leading the project.”

A timeline as to when Pabst Blue Ribbon Whiskey will be available is not currently known, but there are a few details out thanks to the label request. The whiskey will be packaged in a standard 750-milliliter bottle and feature the classic Pabst blue ribbon logo. The label also notes the whiskey will be 80 proof and is “aged 5 seconds.”

Yes, you read that correctly. Five whole seconds!

Even though I’ll likely regret it, I can’t wait to try some just for the novelty alone. I doubt I’ll be the only one.  


Erica Banas is rock/classic rock news blogger that loves the smell of old vinyl in the morning.

Erica Banas is a rock/classic rock news blogger who's well versed in etiquette and extraordinarily nice.