The Rebirth of PBR?

by Joshua M. Bernstein, Posted Jun 1st 2010 @ 2:00PM

Like countless coming-of-legal-age drinkers before me, I cut my teeth on Pabst Blue Ribbon. PBR was the perfect beer -- if you cared less about flavor than cost, a principle that rules many boozing decisions when you're young. And though I'm loathe to admit it now, I also bought into the brand's blue-collar appeal: I saw PBR as a rebuttal to Bud, Coors and their watery, domestic ilk. Ahh, misguided youth.

Truth is, no matter how many kooky bike races or arm-wrestling competitions that PBR sponsored, it was always a big dog masquerading as an underdog. (Its 2.7 percent market share is nearly three times as big as America's largest craft brewer, Sam Adams.) And it may get even bigger.

The brand, which also includes Schlitz, Colt 45, Lone Star and Old Style, was just sold for $250 million to businessman C. Dean Metropoulos. He no doubt hopes to make PBR as much a household name as Chef Boyardee or Vlasic Pickles -- other homogeneous foodstuffs he's built into billion-dollar powerhouses.

Good luck with Pabst. While supermarket ubiquity and spiffy advertising campaigns have spelled success for the processed pasta and pickles, Pabst faces a tougher climb. With craft beer gathering steam, nostalgia and low price points will only go so far in brand growth. But Mr. Metropoulos, here's one suggestion for success: I'll purchase PBR again if you'll make it taste good.

Filed Under: Drinks
Tags: beer, featured, pabst blue ribbon, pbr

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Reader comments (Page 1 of 1)

6-01-2010 @9:17PM shawn S. said... we can all thank the damn hipsters for bringing this back…
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6-02-2010 @1:27AM Bob said... Pabst invited the beer Can, and so much more about Beer that makes it's possible to have micro brands. .

Pabst is not the big dog at 2.7. . .I not sure why you overlooking so many other brands and what they do. PBR is only a small fraction of that sales. Sam Adams sell twice the volume as Pabst at the moment.

Why did Sam Adams sends over 23 Million dollars a year of commercial TV advertisements.

Pabst instead gives is large % of profits to local bars, music, art and more. Putting that money back into the community.

Pabst is awesome brand that supports local music and artist and NPR for over 20 years!! Now they can do more of that. Pabst is not a hipster brand, its an everyone brand. With Budweiser giving the NFL 1 billion, its nice that a Pabst Blue Ribbon can instead gives support to many local bars and grassroots organizations. A LARGE % of its profits go to the charitable trust, even with the new owner have some share of profits.

Pabst Blue Ribbon is supportive of artist, music, and culture in many of our cities. With the lack of funding from the federal government, and state and city governments hurting, we need to know the brands we support also supports us. Pabst Blue Ribbon supports the consumer, and its damn good beer anytime!!

Its also won numerous awards for America Lager.

Have you even explored www.pabstblueribbon.com, also http://www.pabstbrewingco.com

Read up friend, its amazing history of a brand that you help build and only survives because of your support.

Viral Marketing
Talk about viral marketing. After fire destroys Chicago (and its taverns), Milwaukee brewers generously shipped in tons and tons of beer. Schlitz promoted this fact more than others and grateful Chicagoans spread the word about Schlitz’ generosity, thus making Schlitz “The Beer That Made Milwaukee Famous”.

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6-05-2010 @7:35PM david said... I believe that this dude is Evan's dad. Years ago, when just 17, Evan was on Howard Stern and spoke about flying around in a private jet. There is a long history of abandoned and forgotten products from yester year being purchased and re-purposed for the 21st century. Back in the day PBR was a national brand and not just a watery, cheap drink for hipsters. A while back some people attempted to revive Shaefer and Rheingold, which were once major brands in Brooklyn and NYC. "My beer is Rheingold, the dry beer..." Schaefer is the one beer to have when you're having more than one...Shaefer is the...It seems like just yesterday. Shaefer ads were all over the city.

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6-11-2010 @3:51PM Vermont Humble Spectator said... C. Deans Brother (not his son Evan) Evan (aka Lucky) got fired from his last job, and in some part cause his wife was a stripper in FL and tried some strange things in Luckys world. Anyhow. Dean should tap her on the shoulder for a little "help" in creating brand recognition.... Seems she's got some hidden talents that might make anyone drink cheap beer!! Hot Cougars with an appetite for good times always sell beer!! (or anything for that matter) ... especially in VT!!!
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