The unofficial “Peoples Beer of Richmond.”
The Pabst Brewing Company began in the late 1880s and had a sales peak in 1977. The company has had a steady comeback and even thrived through the recession following the 9/11 attacks. According to CNN Money, the PBR brand has seen a boost in sales while both Budweiser and Corona sales have been below average in the past years.
PBR is known to have a following of hipster drinkers who enjoy the alternative brand. This New York Times article references the Pabst Brewing company’s unique approach of avoiding marketing and allowing their “cult – like” following do the advertising for them. PBR seems to thrive in cities such as Richmond with a strong alternative and music scene where PBR drinkers mainly consist of the tattooed and pierced.
Popular website, Urban Dictionary, refers to PBR as the “Peoples Beer of Richmond” and references that the beverage is often served in the fan. Less is definitely more in the marketing approach by this classic American brewery. The whole key to PBR’s success is that they avoid mainstream advertising. Hipsters and alternative drinkers value the offbeat beverage and like to believe that they have “discovered” the not so chic beer.
As sales and popularity of PBR increase will its popularity plateau due its own recognition?
