Here at Milwaukee Magazine, we’re sent a lot of press releases. Some of them are nonsense that we delete within seconds. (No, we will not be writing about a new branch of a side-winch-corner-top gear-fitting factory opening outside Sacramento.) Others are interesting local happenings we enthusiastically cover. And others still enter an entirely new category. These press releases astound and astonish. They provoke us into throes of bitter skepticism and wide-eyed enthusiasm, fiery debate and frankly irritating chatter, stomach rumblings and intestinal uncertainty.
PBR cheese was one such press release.
You read that correctly. Pabst Blue Ribbon has a cheese now. Pabst and cheesemaker Yancey’s Fancy joined forces to create a collaboration that seems custom-made for the hungry Wisconsinite. “Pabst Blue Ribbon Beer Flavored Cheese” originally launched in a New York grocery chain (We’re a little insulted by the slight, but it’s fine), and is now being rolled out at supermarkets across the country.
It’s time to pick your Milwaukee favorites for the year!
Huh, we thought upon reading the release. PBR cheese. Marketing gimmick? Monstrous mutant creation? Tasty treat? Who’s to say?
Well, us. So we requested a few samples from the folks at Pabst Brewing, and gave them a try. Here’s what our staff had to say:
Chris Drosner, Executive Editor: When I opened the box, I was a little startled to see it wasn’t a spread. In this part of the world “beer cheese” is not usually a solid. Or, well, this solid.
Archer Parquette, Managing Editor: When I peeled open the wedge, I noticed a pretty strong beer stench to this stuff. In fact, I think I made a mistake trying this in the early afternoon on a workday. It awakened a powerful desire for the unwholesome juices of the night. (That sounds weird. … I mean beer.) I’m honestly surprised that they really hit that sharp, hoppy odor with this block of cheese.
Brianna Schubert, Digital Editor: My first instinct was to melt it down to be a beer cheese dip. Or to eat it sliced on a pretzel bun. Or, wait! What about on a burger?
Ann Christenson, Dining Editor: I don’t drink beer but this made me think of what beer would taste like with a big wedge of lemon and a hunk of cheese in it. But really, I’d call this a wedge of lemon cheese with an almost imperceptible whisper of beer flavor.
Archer: I actually thought it was great! I went into this expecting a potentially gross novelty that I might be forced to lampoon, but instead I kind of want to buy a bunch of PBR cheese now. I thought the PBR flavor was definitely noticeable. It tastes like 5:01 p.m. on the Friday after my ex finally got fed up.
Chris: That’s interesting; I think the beer flavor is there but the predominant non-cheese flavor I was getting was citrus, like Ann said – a fairly bright, lemony character. I feel like it’s very noticeable and while unexpected for a beer cheddar, quite pleasant. I’d wonder if it’s hops doing some work, but it’s not like PBR is a particularly hoppy beer – and certainly doesn’t have those with lemony, citrus character.
Archer: I didn’t think “citrus” on my first bite, but after Ann and Chris mentioned it, I definitely tasted it. I’ll also note that I just ate the cheese raw with my fingers like an animal, which to be frank, replicates my cheese-eating experience at home. No fancy crackers for me. And I must say that this PRB cheese, free of any accoutrements, was pretty addictive in and of itself. Even as a type now, I feel the urge to try some more.
Brianna: It’d definitely be good on a cracker too.
Chris: Yeah, it’s a good eating cheese. It’s quite a bit softer than I was expecting from a cheddar. Not remotely approaching the crumbly cheddars I usually buy when building a cheese board.
Ann: You build cheese boards?
Evan Musil, Arts & Culture Editor: After taking a bite, my first words were, “I don’t like this.” That initial waft of PBR punches hard, and the taste even more so. Beer should be beer, and cheese should be cheese. But the more I nibble on it, the less abrasive that taste is. And I would’ve been much more disappointed if there was no hint of PBR at all, and this was just some ho-hum cheese. The citrus notes are spot-on, and that’s more complexity from this than I was expecting, so that also deserves some props.
Archer: Well, I’m firmly in the pro PBR cheese camp. I’m a self-admitted extremely hungry man who will eat almost anything presented to him, but I thought this stuff was delicious and unique.
Oh, and also, Brianna went outside and took a photo of the cheese over the grass like it was an influencer’s newborn and sent it to me? I don’t think she realized we have some pretty good press release photos to use. Shame to waste the grass baby cheese wedge photo so here it is.
