The comeback kid
Pabst Blue Ribbon, a brand of beer which in the recent past has been called the blue collar workers' beverage of choice, is making a comeback according to an article in The Chicago Tribune.
Perhaps it's a sign of the times, or a remembrance of the way it was, or a toast to blue-collar virtue. However you pour it, PBR is America's new beer for a simple reason: It is not new at all.Dear readers, this is the first sign of the second decline for the brand -- media coverage.
Industry conglomeration and the introduction of light beers in the 1980s cut deeply into Pabst's already deteriorating market share. In 1996, the Pabst Brewing Co. ended 153 years in Milwaukee and relocated to San Antonio, where it occupied the aging Pearl Brewery for a few, final years. Pabst closed its remaining plants, pouring its last beer in 2001.
Nationwide, grocery store sales of Pabst Blue Ribbon climbed 12 percent in the 52-week period ending in late November. Total sales have increased 5 percent from the past year. "For us, that's a really big deal," says Pabst brand manager Neal Stewart. "That's one of the best increases we've had since 1978."
The Pabst product line, which includes almost the entire stable of retiring American front-runners -- Stroh's, Schlitz, Old Style, Old Milwaukee, Schaefer and Blatz -- is now produced under contract by Miller, the last of the big Milwaukee brewers (but owned by South African interests).
As soon as a media-savvy, trendspotter acrobat reads the article in The Tribune, he or she will order a PBR at their next bar visit. When the trendy sorts notice each other consuming PBRs, the whole cycle of fashion will have come full-circle and then dies. Watch-Consume-Repeat.


