Iconic brewer Pabst Blue Ribbon is diving headfirst into the cannabis sector with its newest licensed business — Pabst Labs. Headquartered in California, the company will focus on the production and sale of THC-infused beverages. THC (tetrahydrocannabinol) is a psychoactive derivative of the cannabis plant.

These non-alcoholic seltzer beverages are part of a line of products that fall under the name “Pabst Blue Ribbon Cannabis.” Just a handful of stores will stock the beverage. Consumers will also have the opportunity to order Pabst’s THC-infused drinks via the company’s website: shop.pabstlabs.com.

“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 rollout in the coming months,” said Pabst Labs’ Brand Manager Mark Faicol in an official press release.

While the cannabis drinks category is by no means new, Faicol believes that, as “an established brand”, Pabst could “help kick-start the cannabis drinks category.” This category of products, he says, has taken a backseat behind other types of cannabis products, including edibles, flower and vape cartridges.

Pabst’s THC-infused drinks: About Pabst Blue Ribbon

Founded in Milwaukee, Wisconsin, Pabst Blue Ribbon is one of the most well-established and recognized lager beer brands in America. Since its inception back in 1844, the company has attracted a loyal customer base with its Pabst Select brews; formerly known as “Best Select”. Its current name is inspired by the blue ribbons that adorned the bottle neck since 1882, all the way up until 1916. 

“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,” said the Brand Manager for Pabst Labs, Mark Faicol.

The brewer doesn’t just sell beer but also, hard coffee and whisky. A group of beverage specialists and former Pabst Brewing Company employees joined forces to establish the new company Pabst Labs, but not before they obtained the necessary rights to develop a range of cannabis-infused drinks as part of the Pabst Blue Ribbon Name.  

Pabst’s THC-infused drinks: A string of big brewers entered the cannabis space first

This isn’t the first time that a beverage company has decided to snap up a piece of the cannabis-infused sector. Back in 2018, Constellation Brands hit the cannabis industry news headlines after it invested $3.8 billion in Canadian cannabis giant Canopy Growth. Included in the beverage company’s beer portfolio are well-known alcoholic drinks producers Corona and Modelo.

During the same year, Lagunitas Brewing Co. teamed up with AbsoluteXtracts. The California-headquartered brewery will capitalize on the cannabis extract manufacturer’s experience to supply the ever-growing market with an assortment of nonalcoholic THC-infused seltzers. 

Molson Coors also made its debut into the Canadian cannabis industry in 2020 when it teamed up with award-winning consumer packaged goods cannabis company Hexo Corp.