Hipster Beer PBR Cruises in Recession

Downmarket brew's sales skyrocket as usual suspects flounder
By Harry Kimball,  Newser Staff
Posted Dec 11, 2009 1:19 PM CST
Hipster Beer PBR Cruises in Recession
A Pabst toast.   (Flickr)

Pabst Blue Ribbon has profited from a hipster following for years because of its unpretentious image and low-profile marketing, so it makes sense that even a recession hasn’t dimmed the brand’s power. Sales are up 30% for the year ending in October, trouncing beer’s overall 1.1% increase and shaming Budweiser, down 7%.

Why? It’s actually not the cheapest—but when “you can’t bring yourself to drink Budweiser,” an author tells Fortune, “there’s your answer.” Meanwhile, the upshot of a byzantine tale of ownership and federal involvement means PBR must be sold by 2010. In true Pabst fashion, a fan has set up a website so drinkers can attempt a not-so-hostile takeover, and $20 million of the likely $300 million has already been raised. (Read more beer stories.)

We use cookies. By Clicking "OK" or any content on this site, you agree to allow cookies to be placed. Read more in our privacy policy.
Get the news faster.
Tap to install our app.
Install the Newser News app
in two easy steps:
1. Tap in your navigation bar.
2. Tap to Add to Home Screen.