Pabst Blue Ribbon hawaiian shirt and Short 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.”
Pabst Blue Ribbon hawaiian shirt and Short 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 the online submission of fan art, which is subsequently shown on the beer’s official Facebook page.
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