Remember when Pabst Blue Ribbon got huge with hipsters a while back?  It somehow went from one of the worst beers to one of the coolest.


Well, it looks like Pabst is doubling down on the whole bad-is-good idea.  They’re going to start selling Pabst Blue Ribbon Whiskey . . . that’s only aged for FIVE SECONDS.


They haven’t released any details.  But the label had to be approved by the government.  And it says “Aged Five Seconds” in the upper right-hand corner.


Most whiskeys are aged in oak barrels for a LOT longer than that.  Usually years.  So it’s probably a “white whiskey,” which isbasically moonshine.


By law, whiskey has to be aged.  But there’s no requirement for how long.  So it’s possible Pabst is getting around the law by just pumping it into oak barrels for a few seconds, then straight into bottles.


Apparently a few garbage-brand whiskeys already do this.  But five seconds appears to be a new low.


It’s not clear when you’ll be able to buy it, but it’s 80 proof.  So it’s just as strong as other whiskeys . . . it just might not taste great.  A spokesman for Pabst wouldn’t reveal much, but called it a, quote, “big thing for the brand.”


(MiBiz / BroBible)