Last Call: PBR has new foe in a tough coffee game

Illustration for essay patrician Last Call: PBR has new foe in a tough coffee game
Photo: Kate Bernot

Last CallLast Call is The Takeout’s online watering hole where we can chat, share recipes, and use a criticism territory as an open thread. Here’s what we’ve been reading/watching/listening around a bureau today.  

I didn’t dislike PBR’s tough coffee when it debuted progressing this summer, yet we found it a bit too Yoo-hoo-sweet for critical coffee drinkers. The judgment of tough coffee, though, had a place: early tailgates, brunches, any time we competence like to mix buzzes of both sorts. Obviously, concentration groups or sales numbers valid me right, as there’s now a new entrant in a tough coffee diversion from a reputable name in coffee: La Colombe.

Through a partnership with MillerCoors, La Colombe has launched a vanilla and a black coffee chronicle of 4.2% ABV Hard Cold Brew done with Brazilian and Colombian coffee beans. It’s accessible now in Boston; Tampa; Ft. Meyers, Florida; Treasure Coast, Florida; and Denver. (Don’t ask me how that lineup was chosen.) Its tagline is “Rally Like A Grown-Up,” that is waggish in that many grown-ups we know would rather go behind to bed than rally.

So, how does this things taste?

La Colombe is positively some-more critical about a coffee flavor, with a graphic fry sourness during a finish of both versions. The black coffee is a dim side of PBR’s moon, as it’s roughly too sour for me. But a vanilla chronicle combines a best of both worlds, consistent tangible fry and dark-chocolate flavors with only a hold of vanilla sweetness. It still finishes with clearly coffee flavor, and I’d be hard-pressed to contend we ambience drink in possibly of them. At 4.2%, one 9-ounce can substantially isn’t going to get we drunk, though we could see myself celebration one during early football diversion before switching to drink later.

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