Pickle hard seltzer? Pickle lovers will think Afternoon Dillight is ‘a really big dill’

Pickles are the perfect complement to a burger or sandwich and can serve as a great, crunchy snack. But would you want a pickle-flavored hard seltzer?

Hard seltzer giants including Truly, White Claw and Bon V!V have launched flavors that run the gamut, including fruit, punch and iced-tea flavors though not many have ventured into savory snack palates.

Enter “Afternoon Dillight Hard Pickle Seltzer” from drink ware company BrüMate and adult beverage maker Crook & Marker. The collaboration launched Thursday and will be available this summer as a limited release.

It started as a joke.

On April 1, 2020, BrüMate joked on Instagram that it would be releasing a pickle hard seltzer and found that the tease sparked serious interest with 10,000 email sign-ups that expressed interest in the product in a 24-hour period.

“This is going to blow the hard seltzer market wide open,” Dylan Jacob, BrüMate’s chief drinking officer and founder, said in a release. “If you think this is bold, wait until you see what else is in the works.”

BrüMate and Crook & Marker's Hard Pickle Seltzer "Afternoon Dillight" (Photo: Yellow Images)

Pickle seltzer is the first in the two creators’ “Crook’d Brü Series,” which will put out limited-edition flavors.

“Afternoon Dillight” will come in a 12 pack of cans that pronounce the flavor as “a really big dill.” The seltzer clocks in at 5% alcohol by volume with 100 calories and no sugar and will be available this online summer with a surprise release of 10,000 packs. 

Brümate teased the release on Instagram Tuesday, and user @chloroach commented that the new drink would be “an instant vlasic,” nodding to the pickle brand.

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While the exact release date hasn’t been announced, anyone interested in the seltzer can join the “VIPickle list” at www.crookedBru.com.

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