Marketing and Revival
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 (such as Power Born Rebellion a.k.a "The PBR Band"), 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 beer has also been featured prominently in films such as Blue Velvet, Everything Must Go and Gran Torino, and in television shows such as AMC's Breaking Bad. The company encourages fan art to be submitted online, and is subsequently shown on the beer's official Facebook page.
Read more about this topic: Pabst Blue Ribbon
Famous quotes containing the word revival:
“I do not think a revival of business will be greatly postponed by [Samuel J.] Tilden’s election. Business prosperity does not, in my judgment, depend on government so much as men commonly think.”
—Rutherford Birchard Hayes (1822–1893)