Pabst Blue Ribbon
|Manufacturer||Pabst Brewing Company|
|Alcohol by volume||3.8–6.5%|
Hard Coffee 5%
Hard Seltzer 8%
Pabst Blue Ribbon, commonly abbreviated PBR, is an American lager beer sold by Pabst Brewing Company, established in Milwaukee, Wisconsin, in 1844 and currently based in San Antonio. Originally called Best Select, and then Pabst Select, the current name comes from the blue ribbons tied around the bottle neck between 1882 and 1916.
Gottlieb and Frederika Pabst and their twelve-year-old son Frederick arrived in the United States in 1848 and settled in Chicago where Frederick eventually found work on the ships of Lake Michigan. In 1862, Frederick married Maria Best, daughter of Philip Best, founder and owner of the Best Brewing Company, and in 1863 became a brewer at his father-in-law's brewery.
When Philip Best retired to Germany in 1867, Pabst and Emil Schandein – his sister-in-law's husband and the vice-president of Best Brewery – worked to transform the company into one of the nation's largest brewers, capitalizing on, among other things, the Great Chicago Fire of 1871 that destroyed nineteen Chicago breweries and helped position Milwaukee as the leading beer-producing city in the United States. In 1889, Schandein died, leaving Pabst as president and his widow, Lisette Schandein, as vice-president. In 1890, Pabst changed the "Best" letterhead to "Pabst" and the Pabst Brewing Company officially began.
This is the original Pabst Blue Ribbon Beer. Nature's choicest products provide its prized flavor. Only the finest of hops and grains are used. Selected as America's Best in 1893.
The company has historically claimed that its flagship beer was renamed Pabst Blue Ribbon following its win as "America's Best" at the World's Columbian Exposition in Chicago in 1893. Whether the brand actually won an award in 1893 is unclear. Some contemporaneous accounts indicate that many vendors were frustrated by the fair's refusal to award such prizes. One account says that the only prizes awarded by the executive committee were bronze medals, in recognition of "some independent and essential excellence in the article displayed", rather than "merely to indicate the relative merits of competing exhibits". However, the beer had won many other awards at many other fairs – so many, in fact, that Captain Pabst had already started tying silk ribbons around every bottle. It was a time when beer bottles were more likely to be embossed than labeled and the ribbons were likely added at great cost to Pabst. But Pabst's display of pride was also a display of marketing savvy, as patrons started asking their bartenders for "the blue-ribbon beer."
Peak, decline, and revival
In 1996, Pabst headquarters left Milwaukee, and the company ended beer production at its main complex there. By 2001, the brand's sales were below a million barrels. That year, the company got a new CEO, Brian Kovalchuk, formerly the CFO of Benetton, and major changes at the company's marketing department were made.
In 2010, food industry executive C. Dean Metropoulos bought the company for a reported $250 million. In 2011, the U.S. Securities and Exchange Commission forced two advertising executives to cease efforts to raise $300 million to buy the Pabst Brewing Company. The two had raised over $200 million by crowdsourcing, collecting pledges via their website, Facebook, and Twitter. In November 2014, Eugene Kashper, an American beer entrepreneur, and TSG Consumer Partners acquired Pabst Brewing Company. In 2015, Pabst won the "best large brewing company of the year" award at the Great American Beer Festival.
After a brief return, in 2020, Pabst announced it was again leaving Milwaukee, the city where it was founded, with the closing the Captain Pabst Pilot House, a taproom and microbrewery which the company had opened in 2017 as part of a redevelopment of its historic brewery in the city. The city’s name continues to be a prominent part of its branding, despite it having no direct presence in or current impact on the area.
The beer experienced a sales revival in the early 2000s after a two-decade-long slump, largely due to its increasing popularity among urban hipsters. Although the Pabst website features user-submitted photography, much of which features twenty-something Pabst drinkers dressed in alternative fashions, the company has opted not to fully embrace the countercultural label in its marketing, fearing that doing so could jeopardize the very "authenticity" that made the brand popular (as was the case with the poorly received OK Soda). Pabst instead targets its desired market niche through the sponsorship of indie music, local businesses, post-collegiate sports teams, dive bars and radio programming like National Public Radio's All Things Considered. The company encourages the online submission of fan art, which is subsequently shown on the beer's official Facebook page.
Beginning in 2021, Pabst began supporting professional wrestling (in particular the independent circuit) after becoming a sponsor for Matt Cardona's podcast. It eventually led to the beer's first major television commercial in decades during the August 4, 2021 broadcast of AEW Dynamite, after it volunteered to step in to replace Domino's Pizza as a sponsor of All Elite Wrestling following backlash from Domino's when Nick Gage used a pizza cutter on Chris Jericho in a deathmatch on the previous week's Dynamite, with said spot immediately airing before a Domino's commercial.
In popular culture
In the 1986 David Lynch film Blue Velvet, the character Frank Booth asks main character Jeffrey Beaumont for his favorite beer. Beaumont answers by saying Heineken, to which Booth gets infuriated; shouting "Pabst Blue Ribbon" at him.
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- "Pabst Blue Ribbon Lacrosse". Archived from the original on March 29, 2009. Retrieved November 16, 2009. PBR Lacrosse is the official lacrosse team of Pabst Blue Ribbon Beer. PBR Lacrosse is the premier post-collegiate lacrosse team in Houston, Texas. The team is made up of post-NCAA Division I, II and III and MCLA players. They compete against SWLA teams throughout the state of Texas and play in tournaments in the southern United States region.
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- Official website
- PBR Alcohol Content
- A souvenir booklet from the Pabst Brewing Company, 1907, Wisconsin Historical Society