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
A Pabst toast.   (Flickr)

(Newser) – 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.

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Dec 15, 2009 6:43 AM CST
Not a fan, but I will drink one of these over Keystone. NOTHING is worse than Keystone. BLEH!
Dec 15, 2009 6:41 AM CST
I have to admit, I am a huge Yuengling fan as far as my daily beer goes. But I haven't hated the new Pale Ale from Michelob, nor their new Rye P A. But neither is available in twelves, so its not quite worth the money to switch yet. Still can't stomach MHL tho.
Dec 15, 2009 6:38 AM CST
Gawd, Christ, every time you mention Williamsburg, I think you mean VA. Guess that shows my non-hipness, huh?