Pabst Blue Ribbon

Pabst Blue Ribbon

Type	American-style lager
Manufacturer	Pabst Brewing Company
Introduced	1844
Alcohol by volume	4.74–5.9%
Website	www.pabstblueribbon.com

Pabst Blue Ribbon is a beer sold by Pabst Brewing Company, established in Milwaukee, Wisconsin in 1844 and currently based in Los Angeles.

On November 13, 2014, Pabst announced that it had completed its sale to Blue Ribbon Intermediate Holdings, LLC. Blue Ribbon is a partnership between American beer entrepreneur Eugene Kashper and TSG Consumer Partners, a San Francisco–based private equity firm. Prior reports suggested the price agreed upon was around $700 million.

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.

History

Brand name

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 the 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. ” — Quote from PBR label, referring to the award it received at the 1893 World's Columbian Exposition.

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

File:Pabst Blue Ribbon Ad 1911.jpg

A 1911 advertisement showing a blue ribbon tied around the bottle

Sales of Pabst peaked at 18 million barrels in 1977. In 1980 and 1981, the company had four different CEOs, and by 1982 it was fifth in beer sales in the U.S., dropping from third in 1980.

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.

Nutritional content

A 12 US fluid ounces (0.35 L) Pabst Blue Ribbon has:

• 144 calories
• 12.8 grams of carbohydrates
• 4.74% alcohol by volume (alc/vol)

Marketing

Pabst Blue Ribbon concession stand at Progressive Field in Cleveland.

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, facial hair clubs (RVA Beard League), post-collegiate sports teams, dive bars and radio programming like National Public Radio's All Things Considered. The company encourages fan art to be submitted online, and is subsequently shown on the beer's official Facebook page.

In bars in Texas, PBR is often referred to as "the elixir" and is regularly consumed with shots of rail whiskey.

In May 2016, Pabst threatened WWE for marketing a John Cena t-shirt loosely based around their logo. A spokesperson said "We don't wan't wrestling fans associating Pabst Blue Ribbon with a mainstream product that's popular despite its poor quality and leaves a foul taste in the mouth afterwards"

Pabst Blue Ribbon in popular culture

• The beer has also been featured prominently in films such as Midnight Madness (1980), Blue Velvet, Everything Must Go and Gran Torino, and in television shows such as AMC's Breaking Bad and South Park.
• In the Mad Men season 2 episode, "The Mountain King", Don Draper drinks a Pabst Blue Ribbon from the bottle.
• In South Park, Pabst Blue Ribbon is the beer preferred by character Randy Marsh. In "The Poor Kid," the narrator opines: “Pabst Blue Ribbon and white trash. It’s a deadly combination that can lead to prison time and children being taken away from their homes.”
• In Reno 911! season 4 episode 12, "Hodgepodge", Officer Jonson and Junior arrest a man who drank PBR because he is completely confused.
• Lana Del Rey mentions the brand in her songs "This is What Makes us Girls" and "Music To Watch Boys To."
• Australian Metalcore Band The Amity Affliction released a song on their 2012 album Chasing Ghosts which they named "Pabst Blue Ribbon on Ice".
• The Zac Brown Band references the brand in their song "Toes" on their 2008 album The Foundation.
• In the album, Heart to Heart by Betty Buckley, there is a song called "I Am a Town" (Carpenter) which contains the lyric, "I am Pabst Blue Ribbon America and Southern Serves the South".

Outside of the United States

Australia

Dan Murphy's liquor stores have stocked the beer since 2012 due to its popularity.

China

Pabst Blue Ribbon America has a licensing agreement and joint venture arrangement with China Pabst Blue Ribbon. It is produced, marketed and distributed by CBR Brewing Company, which jointly owns the company along with Guangdong Blue Ribbon Group under a sub-licensing agreement with the Pabst Brewing Company. CBR is a British Virgin Islands owned company but it is based in China. In 2010, China Pabst released a new beer called Pabst Blue Ribbon 1844 for consumption in the domestic market; it sells for 44 U.S. dollars a bottle.

Sweden

Pabst Blue Ribbon launched in Sweden in 2012, imported by Galatea Beer Spirits & Wine and sold in Systembolaget stores. The Pabst Blue Ribbon sold in Sweden is labeled as the "export" version. According to Galatea it is an "extra flavorful version brewed for the Swedish market", and contains 4.5% alc/vol. Pabst Blue Ribbon export is brewed and bottled in America and then shipped to Sweden.

Canada

Pabst Blue Ribbon is brewed by Sleeman Breweries of Guelph, Ontario (although credited as 'Stroh Canada' on the labeling). In Quebec, it is credited to the Silver Creek Brewery and contains 4.9% alc/vol. But there is also a Pabst Dry and this one contains 5.9% alc/vol.

External links

• Official website
• A souvenir booklet from the Pabst Brewing Company, 1907, Wisconsin Historical Society
• Pabst Brewing Company and the 1893 World’s Columbian Exposition Urban Myth Debunked., Neil Gale, PhD - Historian