After teasing the product last year, the iconic pickle brand is bringing the fan-demanded concept to life, providing the Ultimate Mixer and Next-Day Electrolytes to pickle fans

Last October, a viral social media video mixing diet cola with pickle juice racked up more than 12 million views, sparking thousands of comments. Claussen quickly jumped into the conversation teasing a product called “Just The Brine” – promising to make it a reality if fans showed enough love. After thousands of requests and less than six months later, Claussen is now delivering on that promise. Just in time for St. Patrick’s Day celebrations, Claussen is launching Just The Brine – giving pickle lovers the ultimate way to “pickle” by night and “unpickle” by morning.

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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. Claussen, the iconic refrigerated pickle brand known for its superior cold crunch, has you covered. 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 boost 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 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 flavor and experience you already know and love from our delicious pickles – now in liquid form.”

Starting Friday, March 14, 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 are the ultimate hotspots for embracing the luck of the Irish. No big ‘dill’ if you aren’t in those cities, as fans can head to www.claussenjustthebrine.com for your chance to score a duo pack of Just The Brine, while supplies last.

As pickles continue to have a ‘moment’ in culture, Just The Brine is the latest in a series of bold offerings from Claussen. Demand for pickle-flavored spirits and mixers grew by nearly 30% over the past year¹, and social media is flooded with unexpected pickle mashups. Claussen has been at the center of this pickle obsession, most recently launching the first-ever pickle-flavored sparkling wine cocktail and a pickle cupcake this past Summer. With Just The Brine, Claussen is once again delivering what pickle lovers crave.

For more information visit @claussenpicklesofficial on Instagram and @claussenpickles on TikTok and X. And if you’re mixing up your own briny cocktails, be sure to tag #JustTheBrine to show off your creations.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let's Make Life Delicious . Consumers are at the center of everything we do. With 2024 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

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1</sup>Forbes: How Pickles Are Emerging As A New Flavor Trend In The Liquor Aisle

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