USA | Last October, a viral social media video mixing diet cola with pickle juice racked up over 12 million views, sparking thousands of comments.
Claussen quickly entered the conversation, teasing a “Just The Brine” product and promising to make it a reality if fans showed enough love.
After thousands of requests and less than six months later, Claussen has delivered on that promise. Just in time for St. Patrick’s Day celebrations, the brand has launched Just The Brine, giving pickle lovers the ultimate way to “pickle” at night and “unpickle” by morning.
With nearly half of Americans expected to celebrate St. Patrick’s Day this weekend, many will be raising a glass by Saturday and reaching for a refresh by Sunday. Just The Brine is a delicious 8oz bottle of pickle brine, perfect for adding a tangy kick as a mixer at night and serving as a next-day refreshing electrolyte bosost in the morning.
“After seeing the overwhelming response from fans when we teased the concept last year and all the creative ways people use our brine, we knew we had to make this product a reality,” said Caroline Sheehey, Brand Manager of Claussen.
“Whether you’re mixing up a tangy cocktail or reaching for a next-day refresh, Just The Brine is here to bring the same flavour and experience you already know and love from our delicious pickles – now in liquid form.”
Just The Brine six-packs, including three bottles for “pickling” and three for “unpickling”, will be available via GoPuff in New York, Chicago, and Boston.
With deep Irish heritage and legendary celebrations, including Chicago’s iconic, green-dyed river, Boston’s historic Southie parade and New York’s vibrant bar crawls, these cities have become the ultimate hotspots for embracing the luck of the Irish.
As pickles have continued to have a ‘moment’ in culture, Just The Brine is the latest in a series of bold offerings from Claussen. Demand for pickle-flavoured spirits and mixers grew by nearly 30 percent over the past year, and social media has been flooded with unexpected pickle mashups.
Claussen has been at the centre of this pickle obsession, most recently launching the first-ever pickle-flavored sparkling wine cocktail and a pickle cupcake last year.
