Pabst's new 'luxury' beer brand launches Seabird IPA

By Beth Newhart contact

- Last updated on GMT

Pabst will also rebrand its taproom in Milwaukee as Captain Pabst’s Pilot House this spring.
Pabst will also rebrand its taproom in Milwaukee as Captain Pabst’s Pilot House this spring.

Related tags: pabst blue ribbon, Beer, Beer market, Ipa, Alcohol, Alcoholic beverages

The Pabst Brewing Company (PBC), best known for its Pabst Blue Ribbon (PBR) beer, is launching a new IPA. The Seabird beer is exclusive to the midwestern US region.

After last summer’s expansion of the PBR brand to whiskey, coffee and hard seltzer​, the company pledged to continue innovating in the beverage sphere. And this week it has announced its first India Pale Ale (IPA) beer.

pabst 2

The Seabird beer is housed under an entirely new PBC brand, Captain Pabst, separate from the PBR brand.

It takes the name of Frederick Pabst, a Lake Michigan ship captain who purchased half of the Best and Company brewery that eventually became PBC. With strong roots remaining in the Milwaukee and Chicago area, it will first roll out in the midwest region.

Captain Pabst is described as a luxury beer brand, and Seabird will be its flagship drink. It is named after Frederick Pabst’s last steamship, and brewed with Magnum, Citra, Cascade and Mosaic hops.

PBC will also rebrand its taproom in Milwaukee as Captain Pabst’s Pilot House, with more of a beer hall experience. The Captain Pabst Signature Series will be a line of craft beer available at the Pilot House.

Additionally, there will be a craft spirits program, where spirits are blended and barrel aged in-house. The venue will host a grand re-opening on March 28.

Matt Bruhn, Pabst General Manager, said “We’re lucky enough to be the stewards of so many great, classic American trademarks. But none of those marks really highlight the person or the people that founded the original brands. We thought creating something new, based on someone who played such an integral part in pioneering brewing in this country, was a really romantic and deserving story that consumers would be interested in hearing.”

Related news

Show more

Related products

show more

Unlike Any Other Turmeric

Unlike Any Other Turmeric

Applied Food Sciences | 15-Jan-2020 | Technical / White Paper

As consumers are craving complex flavors, bright colors, and more transparent labels, Applied Food Sciences is bringing this golden-yellow spice to products...

CURCUSHINE™- Your Curcumin Solution for Beverages

CURCUSHINE™- Your Curcumin Solution for Beverages

Lipofoods, a Lubrizol Company | 18-Nov-2019 | Technical / White Paper

CURCUSHINE™ microcapsules is a source of microencapsulated curcumin specifically designed to enable its water solubility, comprising an ideal ingredient...

The Importance of Cascara Coffee Fruit

The Importance of Cascara Coffee Fruit

Applied Food Sciences | 06-Nov-2019 | Product Presentation

To be a pioneer in the coffee industry, it requires the pursuit of doing good. What if you could bring value back to the more than 20.5 million tons of...

When even a good insight is not enough.

When even a good insight is not enough.

CANPACK | 01-Nov-2019 | Product Brochure

Launching a new product or brand on the market is always a big challenge. Many ideas, including the seemingly good ones, are not successful. But then there...

Related suppliers

comments

Post your comment

We will not publish your email address on the website

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Follow us

Featured Events

View more

Products

View more

Webinars