Close Menu

A dill pickle hard seltzer is being launched in time for summer

What started as an April Fool’s joke has become reality, as drinkware company BrüMate partners with Crook & Marker to create ‘Afternoon Dillight’ – a pickle-flavoured hard seltzer.

dill pickle hard seltzer
Credit: Crook & Marker

Last April Fool’s Day, BrüMate shared an image on its Instagram page depicting an artful mock-up of a 12-pack of dill pickle hard selzter cans.

Such was the response to this gag, the drinkware company decided to team up with spiked seltzer makers Crook & Marker to create the unlikely concoction for real.

“Crook & Marker has a great sense of humor, and their drinks are out-of-this-world—so this was a no-brainer for us,” said BrüMate founder Dylan Jacob in a statement.

“Innovation is at the core of everything we do, and Crook’d Brü was the perfect way to get people talking. This is going to blow the hard seltzer market wide open. If you think this is bold, wait until you see what else is in the works.”

Hard Pickle Seltzer has entered the chat  We teamed up with BrüMate to bring you Afternoon Dillight—a one-of-a-brine pickiliscious experience that packs a crunch (and a buzz) Limited release dropping this summer. Get on the pre-order VIPickle list now!” Crook & Marker wrote on Twitter.

The companies say that the 5% ABV refreshing tipple will be launched sometime this summer in a limited edition release that will see 10,000 12-packs made available for purchase.

The briny, savoury dill pickle flavour promises to be the first in a line of collabs between the two businesses.

“Coming out strong with our shockingly delicious Afternoon Dillight, the Crook’d Brü series is guaranteed to start conversations and stir things up,” Daniel Goodfellow, Crook & Marker’s CMO, added. “If the flavor makes you second guess everything, chances are we’ll probably make it… and make it well. Stay tuned!”

If you want to be the first to catch a sip of the dill pickle expression, you can sign up to receive updates on a dedicated webpage.

Meanwhile if you have a sweeter tooth, you might be interested to learn that Natty Light is launching 8% ABC ice pops. You can read more on that here.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No