Pabst Blue Ribbon has undergone a catastrophically successful rebranding over the last decade. What was once a heartland, working-class beer, brewed in Wisconsin and enjoyed by the Walt Kowalskis and Frank Booths of the world, has now become the beer of choice among hipster 20-somethings. In fact, the change has been so successful that the charitable organization that owns the Pabst Brewing Company is looking to sell it (since a charity cannot own a for-profit company and retain nonprofit status) for $300 million, despite the fact that the brewing company doesn’t actually brew anything. The Pabst Brewing Company mainly operates as a marketing company for the beers it sells, specifically PBR, which has significantly upped its sales figures recently.
Now, I suppose the company deserves credit for PBR’s recent success, but I’m reluctant to credit people for simply knowing how irrational American consumers are, particularly the brand of consumers commonly known as “hipsters.”
I’m reluctant to criticize hipsters because they are an ill-defined, much-maligned breed; like “racists” and “partisans,” “hipsters” are almost universally condemned, even though nobody can agree on what exactly makes one a hipster (although it probably involves skinny jeans).
With that said, we all know who drinks PBR, and it’s not people who like how it tastes. These are people who are trying to send one of the following cool, but factually incorrect signals to those seeing them drinking it (and the fact that PBR is rarely on tap means people generally will know what you are drinking): Continue reading »