It's not hard to believe that people seriously love hard seltzer. However, the latest collaboration between drinkware company BrüMate and organic alcohol brand Crook & Marker is a wild twist on the boozy sip that sounds like a total joke. The sip in question is BrüMate and Crook & Marker's Hard Pickle Seltzer — and even though it started as an April Fools' Day joke, it's now a real sip. If you’re brave enough to imbibe a sweet and sour hard seltzer that presumably tastes like pickles, here’s what you need to know before it launches.
BrüMate and Crook & Marker announced the Afternoon Dillight Hard Pickle Seltzer on Thursday, May 13, and it’s a wild joke that turned into a reality. The Hard Pickle Seltzer will launch as the first of the brands’ Crook’d Brü Series, a lineup of limited-edition hard seltzers with unexpected flavors. The Afternoon Dillight Hard Pickle Seltzer has zero sugar and a 5% ABV. As for the flavor, you can expect a savory dill taste and a salty zing for the most unusual twist on seltzer yet. You won't be able to count on this sip all summer long, though, because only 10,000 12-count packs of the Hard Pickle Seltzer will be released sometime in summer 2021.
To make sure you don't get salty with FOMO, you'll can stay updated on the drop by heading to the official Crooked Brü website. Once there, if you're 21 or over, you can sign up for the VIPickle list to get a heads up on all things Hard Pickle Seltzer. You can also follow the official Crook'd Brü Instagram page @crookdbru for updates on the launch.
Once the packs release, you'll be able to buy Afternoon Dillight Hard Pickle Seltzer on Crooked Brü's website. Unfortunately, the sip won't be available at any retail locations, so you'll want to keep your eyes peeled before it sells out online.
If you’re wondering where Crook and Marker and BrüMate came up with the idea, the creation stems back to April Fools' Day on April 1, 2020. Since BrüMate's founder loves pickles, the company pranked followers with the idea of releasing a pickle-flavored hard seltzer. It was totally a joke, but some people stanned the idea so hard that in only 24 hours, more than 10,000 people signed up via email for details on the sip. Thanks to the clear interest, BrüMate decided to make it a reality and teamed up with Crook and Marker to help create a sweet and salty seltzer inspired by fermented cucumbers.
As you're waiting for more news about the Hard Pickle Seltzer, you can pass the time by playing Whack a' Pickle on the seltzer's website, check out Crook & Marker's other flavors (which are definitely not as odd), and browse hard seltzer insulators from BrüMate (the brand recommends the OD Green shade to match the pickle theme).
Even if you don't love the idea of a Hard Pickle Seltzer (or if you really love the idea), you might just be curious enough to taste the packs once they launch. In the meantime, if you head to the store to buy Crook & Marker sips, remember to check the CDC's latest guidance on social distancing and masking.