Claussen’s new product is a bottle of straight-up pickle brine
Have you ever finished off your last pickle spear and, craving a little more of that vinegary punch, taken a couple of sips of brine straight from the jar? Or maybe you’re more open about your pickle juice habits and like to mix up a pickle martini in the light of day, rather than hunched over your fridge light at 2 a.m. Whatever you prefer, now there’s a product designed for exactly those kinds of moments.
Claussen, the Chicago-based pickle purveyor, has picked up on the TikTok trend of using pickle brine as a mixer for everything from Diet Coke to “pickle cereal,” and they’re meeting customers where they’re at with a new drink called Just the Brine. As the name suggests, Just the Brine is an eight-ounce bottle of juice-sans-pickle. The limited-edition product comes in a six-pack, and it debuted for a short time on GoPuff over the weekend in honor of St. Patrick’s Day (for those who missed out, it’s now available to win on Claussen’s website while supplies last.)
Just the Brine is the latest evolution of a pickle craze that started back in 2022 (remember Sonic’s pickle slushie?) and has shown a shockingly strong staying power in the cultural zeitgeist.
Care for some pickles with that brine?
Since 2022, we’ve gone from pickle pizza and potato chips to Grillo’s pickle toothpaste—and, judging by TikTok’s ongoing pickle obsession, it seems like the trend has yet to run its course. Users are finding ways to use the preserved vegetables that even the most ardent pickle fans never could’ve imagined, like a pickle fountain or a fried pickle board. The next evolution of the trend, it seems, is to just lose the pickles altogether.
“Last October, Dua Lipa’s viral TikTok video mixing Diet Coke with pickle juice sparked a cultural moment, amassing over 12 million views,” says Caroline Sheehey, Claussen’s brand manager. “Inspired by her mixture, Claussen responded by seeding a product concept, Just The Brine, on Instagram. The post received nearly 70,000 likes and thousands of comments from fans sharing how they already love Claussen’s beloved brine and use it in a variety of ways such as after a sports workout, as a brine for their chicken, to help with dehydration as a morning after cure, cocktail mixer, and more.”
After seeing the fan response, Sheehy says, the team knew they had to make Just the Brine a reality. Claussen is marketing its brine bottles as a kind of dual-purpose product: a mixer to pregame your night out, and an electrolyte beverage for your inevitable hangover the next day. One serving size is two ounces, which contains 630 mg of sodium (about half the sodium content of a standard instant ramen pack.)
“[Just the Brine] is perfect for ‘pickling’ at night and using as a mixer in your cocktails or soda, and perfect for ‘unpickling’ the next morning as a refreshing electrolyte boost,” Sheehy says.
It’s a strange marketing tactic, given that curing your pickle-induced hangover with more pickles seems like the quickest way to never want to set eyes on the color green again. But, let’s be honest, the chances that Claussen ever actually adds this stunt product to its permanent line-up are slim to none—so the lucky few who get their hands on it might as well enjoy it via a pickle-fueled rager while it lasts.