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Beer: Big Comeback Victory For Pabst

Beer: Big Comeback Victory For Pabst

After nearly 20 years of declining sales and at risk of being discontinued altogether, it appears what was old, dated and tired, is becoming hip and new all over again. Retro is in these days, and that's great news for the brewers of Pabst Blue Ribbon who have watched their brand name literally rise up from the dead and be claimed by a new generation of beer drinkers.

Sales of Pabst Blue Ribbon were up 5 percent in 2002, 15 percent in 2003, and are on track to be up 15 percent again in 2004, Stewart says. These days, with everything from the '70s cool again -- from bell bottoms to ponchos -- PBR itself seems to have become a fashion accessory. Pabst has created a closetful of promotional merchandise to appeal to new devotees, including PBR T-shirts, baseball caps, snowboards, and "beer goggles" for snowboarders and skiers. Even PBR cans are a wardrobe accouterment. At a Fashion Week show in New York last September put on by Vice magazine, which chronicles an edgy youth culture, models came down the runway holding the classic red-white-and-blue cans. Vice co-founder Gavin McInnes says PBR is perfect for young drinkers because "it's cheap and flavorless, and it mimics the working class." - Sun-Sentinel.com

Cheap and flavorless? I'll take 'great taste - less filling' instead, thanks.

Pabst beer is winning back a following [Sun-Sentinel.com]
Photo: [Pabst Brewing Co.]

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