It was only two days ago that we said we’ve reached Peak Hard Seltzer, thanks to the emergence of the nation’s first hard seltzer festival.
Reader, we were wrong.
Earlier this week, Pabst jumped aboard the hard seltzer train with the announcement of its own 8% ABV, stevia-sweetened Stronger Seltzer. (Devoted fans of our whatever-happened-to-beer coverage will recall that Pabst also recently released Hard Coffee, much to internet delight.) Some commentators noted that this was a stronger seltzer indeed, blowing right past White Claw’s 5% ABV beverages and even exceeding the booze in yet another of this week’s hard seltzer contenders, Natural Light’s 6% Catalina Lime Mixer & Aloha Beaches.
And then Four Loko—yes, Four Loko of high-octane-fueled frat hell fame—came along and dropped this little teaser last night:
Zoom in close on that mockup of Sour Seltzer and you’ll note that this is a proposed 14% ABV. Fourteen percent, dear God. At least that’s offset with “a hint of blue razz.”
As of this morning, Four Loko has not announced a release date for the extra hard selzter, but the company is trending on Twitter in the US and a certain subset of Four Loko fans are reacting, well, exactly as one might expect them to.