Another confirmation we are living in end times? Perhaps.

By Tim Nelson
Updated August 14, 2020
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Back in summer 2019, a point in time that occurred roughly 3,000 years ago, hard seltzer came out of nowhere to become the de facto beverage of warm weather drinking. Despite everything the world’s thrown at us since, White Claw, Truly, and the ever-expanding legion of imitators have maintained their status atop the throne.

While there wasn’t enough time last fall to make pumpkin spice White Claw anything more than a well-circulated (if believable) meme last year, the hard seltzer craze has sustained itself long enough that a brand called VIVE has actually gone and made a very real (and potentially terrifying) pumpkin spice flavor.

Made by Braxton brewing Co., this VIVE flavor is perhaps the logical endpoint of multiple trends in the beverage space over the past few years, making for “a distinctly refreshing version of a highly anticipated flavor profile” with “an aroma and taste known to the pumpkin spice lover,” according to a press release.

Credit: Vive

Vive

“When my brother (Evan Rouse, Chief Innovation Officer) had me try his take on Pumpkin Spice Hard Seltzer, I knew it had to exist in this world,” said Braxton Brewing Co-Founder and CEO Jake Rouse, who is incorrect.

This VIVE offering is scheduled to debut in September 2020, meaning there’s theoretically still time for them to reconsider. I mean, I get that there’s a market for pumpkin spice anything these days, but is carbonation, alcohol, and pumpkin spice really a winning combo? Surely at least pumpkin spice soda would be A Thing by now if it made any kind of sense, right?

Of course, even the act of writing about the idea of a pumpkin spice hard seltzer, albeit in a critical manner, plays directly into VIVE’s hands. So hats off to them on presumably winning the race to get this weird idea to market. Whether or not a pumpkin spice hard seltzer tastes any good is another matter entirely.