Would You Like Some Coffee in Your White Claw?

In 2019, La Colombe is a booze brand and PBR is serving coffee

is slowly coming to a close. Many of us, of course, will still be found knocking back cans of hard seltzer later this year alongside cranberry sauce or Christmas ham, but in a drastic pivot in terms of taste and marketing, alcohol companies have quietly laid the groundwork for the next break-the-internet trendlet: hard coffee.

Mixing coffee and booze is admittedly a centuries-old pairing. The saccharine White Russians and espresso martinis often made with coffee-flavored liqueur came and went; more recently, the craft beer revolution has unleashed a slew of stouts and porters that cribbed their roasted, almost chocolate-like tasting notes from coffee beans.

But following the second coming of flavored malt beverages, and fueled by the double-digit growth of chilled coffee consumption, companies like MillerCoors and Pabst Brewing have begun to look to those refrigerated Illy cans for inspiration. Now, they’re answering a question few other than the second-wave coffee cognoscenti have thought to ask:For those of you still sipping on your iced lattes without the other buzz, here’s a breakdown of the hard coffee wave.

Among the current contenders in the ever-expanding hard coffee sphere are Bad Larry’s Cold Hard Coffee, the alleged first prepackaged version, which debuted in May 2017. Then, this past July,

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