• by Danielle Oster , March 13, 2025

Technically speaking, Claussen is entering the beverage category.

The Kraft-Heinz pickled cucumber brand’s latest release packs a piquant punch into a pint-sized package -- or, to be more accurate, half-pint. And yes, we’re talking about pickle juice here. Claussen is releasing "Just The Brine” for a limited time ahead of St.Patrick’s Day, making its brine available by itself for the first time.

Beginning March 14, the brand will sell six packs of eight-ounce “Just The Brine” bottles via delivery service GoPuff in Boston, Chicago, and New York, while supplies last. The three cities were chosen for their Irish lineage, according to Clausen, citing “Chicago’s iconic, green-dyed river, Boston’s historic Southie parade and New York’s vibrant bar crawls.” For pickle lovers outside those cities, the brand is also running a promotional giveaway online offering the opportunity to win a duo pack of the product.

Claussen is positioning "Just the Brine" as a way for revelers to “pickle” and “unpickle” themselves during and after celebrating the booze-fueled holiday over the weekend -- as both a mixer for alcoholic beverages (“mixer by night”), and as a morning-after hangover cure providing electrolytes (“electrolytes by day”).

Pickle flavors are having something of a prolonged moment, popping up everywhere from condiments (Heinz Pickle Ketchup) to soda mixers, and even baked goods. According to data from research firm NIQ cited by the brand, pickle-flavored spirits grew by 29% last year, and pickle-flavored mixers by 24%.

Claussen has been putting itself at the center of the picklepalooza. Last summer, the brand partnered with Baked by Melissa on pickle cupcakes, and with Spritz Society on a pickle-flavored sparkling wine cocktail. The latter started as an April Fool’s joke before the response convinced the brand to make the product for real.  The “Just The Brine” launch similarly follows Claussen teasing a brine-only offering last October, to an enthusiastic response.

“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,” Claussen Brand Manager Caroline Sheehey said in a statement.