I was having dinner a few nights ago in the Mission and met a friend of my girlfriend’s friend who worked for Levi Jeans and loved Pabst. Yes, no big surprise here as this is a perfect example of the modern day road-biking thriftstore-er but what I took away from the conversation was a revelation. This guy actually had a reason as to why he specifically likes Pabst! A fashion- savvy modernists explaining why he likes Pabst? Call Neal Stewart (former divisional marketing manager at Pabst)!

Before 2002 Pabst was actually in the process of shutting down its breweries when suddenly without expectation sales began to rise. With everyone at a loss as to how Pabst was making such an amazing comeback, sales were up 134% in Chicago, marketers started doing what they do best in these situations; they started guessing.

It was assumed that it was actually a lack of marketing that resulted in the increase, a sort-of underdog story where Pabst branded “alternative people” were buying the product because they detested marketing. So when this acquantence of my girlfriend's friend told me he loved Pabst because he enjoys the metallic taste of beer in a can, Pabst of which accompanies this taste the best, I was shocked.

Could this be the hidden reason why a younger demographic has flocked to Pabst? Simply put: No. This is his reason as it’s becoming apparent that Pabst is cool now. So as we all start to create our own reason for why we love Pabst in a future where Pabst drinkers are the assumed hip just know that this reason is taken.