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Claussen Launches Bottled Pickle Brine for Culinary and Cocktail Creativity

Many people often dispose of the leftover liquid in their pickle jars after enjoying the last of the kosher dills. However, this tangy brine has various innovative uses, ranging from enhancing fried chicken to flavoring cocktails. Recognizing this potential, Claussen has introduced a new product named “Just the Brine,” available for a limited time.

The idea for an exclusive brine beverage originated after Grammy-winning artist Dua Lipa shared a video that captured widespread attention. In the clip, she poured pickle juice into a Diet Coke and took a sip. Claussen responded on Instagram, teasing that if their post received 10,000 likes, they might consider making Dill Pickle Juice a reality. The post quickly surpassed the target, amassing over 67,000 likes and numerous enthusiastic comments, prompting Claussen to act on the widespread interest.

“Just the Brine” is packaged in resealable bottles, allowing for easy storage between uses. Claussen suggests consumers use the brine as a cocktail mixer at night and a natural electrolyte booster during the day, humorously describing the process as “pickling yourself” and then “unpickling yourself later.”

This product will be available in six-packs through GoPuff in major metropolitan areas like New York, Boston, and Chicago—cities known for their rich Irish heritage and spirited celebrations. For those outside these regions, entries for duo packs of Just the Brine can be submitted via Claussen’s website.

The popularity of pickle juice is evident in various cultural practices. For instance, the tradition of pickleback shots—a quick drink of brine followed by a shot of vodka—has been popular in Poland and Eastern Europe for many years. While some may have found Dua Lipa’s combination unappealing, trends indicate a growing consumer preference for salty-sweet flavor profiles, reflecting the latest food trends in the market.

Pickles have consistently ranked high in snack trends for the past four years, and Claussen has actively engaged with this trend through creative collaborations. Previous partnerships include creating pickle-infused cupcakes with Baked By Melissa and a pickle-flavored sparkling wine cocktail with Spritz Society. Additionally, the brand has introduced gummy candy pickles that mimic the iconic pickle shape, albeit with a green apple flavor instead of pickle seasoning. With the launch of Just the Brine, Claussen aims to meet the desires of pickle aficionados by offering them the essence of their favorite flavor in its simplest form.

Source
www.foodandwine.com