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A PBR Seltzer Spiked With THC Hits Shelves, Aiming At The ‘Canna-Curious’

Cans of lemon seltzer spiked with the psychoactive ingredient in cannabis – and branded with the famous Pabst Blue Ribbon logo — are rolling out in California, in a new sign of the growth of THC-infused drinks.

While a THC seltzer may seem like a niche product, it’s actually part of a larger pattern, where big companies want to learn more about a part of the cannabis market that could see explosive growth in the next few years.

And with dosage amounts becoming more predictable, THC drinks are increasingly being compared to beer.

“The response has been overwhelming,” says Mark Faicol, the brand manager at Pabst Labs. “And right now our challenge is really producing enough product to keep up with demand from retailers.”

The new seltzer is non-alcoholic, but it contains 5mg of THC, or tetrahydrocannabinol, along with purified water, lemon concentrate, sugar and other flavors. It’s now being sold in cannabis dispensaries, costing $24 for a four-pack. The seltzer is also sold online, with delivery possible in Los Angeles, Sacramento, the Bay Area, and Humboldt County.

Pabst Labs is run by former PBR employees. Their connections eased the path to put the Pabst brewery’s name on cans that promise a different kind of buzz to PBR consumers. [Read more at NPR]

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