pbrPhoto: Via @hoppygirlbrews.
It seems like we just finished our last can of Sparks when Pabst Blue Ribbon found its way into our bars and parks in the mid-aughties. But, every keg must be kicked, and PBR is almost empty.
Advertisement
While this will come as no surprise to anyone in the hipster trenches, where it's only survived as the drink of choice for the emptiest of wallets, we have other questions. Where did it come from? How did it become popular? Why did it stick around for so long? We don't think anyone could've imagined that the brew ever would've amounted to more than a passing whimsy among a certain set, but it did. Never underestimate the power of something cheap with throwback packaging and a really smart marketing campaign.
Oh, did you think its popularity just happened? That one guy drinking it turned into one bar, one festival, one world? That's a nice idea, but this is not Etsy. This is life. The company made a very strategic decision to appeal to the countercultural sensibilities of urban creatives, and it worked. And, the politics of food have a tight grip on our sociocultural identity, so once something like PBR takes hold, it sticks.
But, the current iteration of its brand is built on the idea that it's independent. And, while that's merely perception — it was sold in 2010 to billionaire C. Dean Metropoulos, a businessman who also owns Hostess and Twinkies, for $250 million — it also doesn't matter. The job is done and the money's been made. Now that it's beyond saturation in hipster neighborhoods (see the heat map for proof) there's only one place for it to go: the aisles of a suburban grocery store. And, it's already there. (Outside)
Advertisement

More from Food & Drinks

Growing up, your parents may have told you to be grateful for your food, because some people are starving. Now, your own meals can actually help other ...
Coffee lovers of the world, get ready. We have news that might make even a die-hard caffeine addict à la Lorelai Gilmore jump up and down in excitement. ...
DIY cotton candy ice cream that doesn't require an ice cream maker? Winning
These out of this world doughnuts are topped with a vanilla galaxy. Oh, and did we mention that they only have two ingredients
Whether you're brunching or, uh, dinnering, etiquette is of the utmost importance when dining out. And no, we don't mean keeping your elbows off the table...
Once in college, I had a friend Google "how to make a grilled cheese," and I remember being completely baffled that someone would need a step-by-step ...
Once the vegetable our moms would have to beg us to try ("just a bite!"), today, we can't get enough of cauliflower. It practically defines the word ...
(Paid Content) Scrambled eggs for breakfast? Yawn. Standard-issue pancakes? Predictable. To effectively get us out of bed in the a.m., we prefer a morning ...
Great drinks, a perfect soundtrack, the perfect lighting: all these things can make a party good. But what makes a get-together memorable? The food. Once ...
A few months back, Zoe Bain went boldly where neither of us had gone before: She completely barred herself from anything takeout (yes, even coffee) for two...
Every time we log into Amazon, it feels like everything — movies, tech gadgets, and random articles of clothing — is competing for our attention. But, ...
S'mores are a messy dessert favorite. But why not skip the sticky situation and enjoy yours in a cone
This may be news to you, but living in New York is kind of expensive. But, while it may always be the land of $17 cocktails and unmentionable rents, the ...
Sushi and NYC are two peas in a pod. They go together like bread and butter, sugar and spice, cheese and crackers — yeah, you get the picture. So whether ...