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One of the more modest but curious trends in the billion-dollar U.S. beer market has been the sharp rise in sales of working-class lagers like Pabst Blue Ribbon, Schlitz, Hamm's, Piels and Old Style.
A recent New York Times Magazine story pegged the trend to young urbanites who are protesting the suburban chicness of microbrews and the marketing power of the three large U.S. breweries. That's especially the case with Pabst, which has become the Ralph Nader of canned beers—the anti-choice of young independents ...
The term "yard beer" came up as Murphy and O'Brien were refining their vision of the bar and its clientele ...
"I think they drink Pabst for a variety of reasons," Parr said. "Some drink it because it's cheap. Others say it's the beer their father or grandfather drank. And some drink it because it has an image of being noncorporate."
Then the joke is on them, in a way. These days Pabst isn't even a brewery; it's a company based in San Antonio that comprises teams of marketers, a few dozen managers and several executives. The brewery closed in the early 1990s.
- TIMOTHY FINN, "Blue-collar beers are booming," detroit free press june 8, 2004 (via the note)
posted June 08, 2004 in crap, print. 2000