The Return of Pabst Blue Ribbon

What is the perfect beer brand? One with millions of dollars behind it? One with stacked beer babes having pillow fights? No. The perfect beer brand is one that is created by consumers.

For Pabst Blue Ribbon, that is the current incarnation of its brand. PBR was big years ago and had slid into oblivion but is now making a comeback with the Hipster audience and doing so in very interesting ways.

In this New York Times Article, Rob Walker examines how Pabst Blue Ribbon fell from popularity in the 70's to near obscurity and how it is making a very profitable comeback today.