The Pabst Blue Ribbon coffee was re-released in light of National Coffee Day, which is celebrated on October 1st. QSR brands tend to use this holiday as a means of promotion new or existing menu items, but its rare for an adjacent industry to take part so directly.
The Pabst Blue Ribbon coffee is a perfect example of experimental marketing, upping the ante for the holiday with this alcoholic offering. According to the brand, in an official statement, "Cold brewed coffee has become a fast favorite with coffee drinkers in America in the last few years, beloved for its sweeter smoother taste...Pabst Blue Ribbon’s Hard Cold Brew delivers a delicious black cold brewed coffee with a kick."
Beer-Branded Alcoholic Coffee
The Pabst Blue Ribbon coffee was Re-Released for National Coffee Day
Trend Themes
1. Beer-branded Alcoholic Coffee - The trend of combining two different industries, alcohol and coffee, to create a unique product is disrupting the coffee and alcohol industries.
2. Experimental Marketing - The trend of using unconventional marketing tactics, such as creating a limited-time offering for a holiday, is disrupting traditional promotional methods.
3. Cold Brew Coffee - The trend of using cold brew as a base for new beverage products is disrupting the coffee industry.
Industry Implications
1. Beverage - The combination of alcohol and coffee is disrupting the traditional boundaries of the beverage industry.
2. QSR (quick Service Restaurants) - Using holidays to promote new or existing products is a traditional tactic for the QSR industry, but brands from adjacent industries can disrupt the space by participating.
3. Alcohol - Creating unique alcoholic products that utilize unconventional beverage bases such as coffee is disrupting the alcohol industry.