» PBR Sales Are Up
Despite Pabst hiking prices and not advertising, sales of its Pabst Blue Ribbon beer are up 25 percent this year. How?
Back in 2004, Pabst executed a highly effective word-of-mouth campaign that made the long-declining brand an “ironic downscale chic” choice for bike messengers and other younger drinkers who viewed the beer as a statement of non-mainstream taste.[Insert joke about trust-funded hipsters here.] Via Eater.
