| Pabst is Back! Pabst Blue Ribbon, or just PBR to its advocates, is making an unlikely comeback across the country. After a steady decline since the 1970's, sales rose about 5% in 2002 and an amazing 16% in 2003. Sales have already increased nearly 20% in 2004! Only three years ago the 160 year old brand had fallen to less than 1 million barrels sold, about one-tenth of it's peak in 1975. The comeback began in Portland, Ore. where, for reasons even Pabst is unsure about, youthful trendsetters like punk rockers, kayakers, and mountain bikers began to champion it. Some marketing analysists have suggested that the buying surge began as the result of young consumers rebelling against established, mass-marketed brands. Now based in San Antonio, TX, the Pabst Brewing Co.'s current marketing strategy is to eschew conventional advertising in favor of subtle activities that help generate word of mounth buzz. Keeping things in perspective, Eric Shepar, editor of Beer Marketer's Insights, said, "it's a nice story but I don't know if any of the major brewers are quaking in their boots just yet." ----------------- |
Feature News from beernexus.com
| American Beer Month in July For the fifth consecutive year the Association of Brewers has designated July as American Beer Month. Their official goal is to have consumers "learn about, seek out, and enjoy great American brews." With over 1400 breweries in the US Americans are often the envy of beer drinkers around the world despite the fact that to many Americans beer simply conjures up images of those big breweries in Colorado, St. Louis, and Milwaukee. "We want every American to understand how varied and interesting American beers really are today," said Ray Daniels, Director of Marketing for the Association of Brewers. Stretching the month concept just a bit, this year's celebration began on June 21 and will end on July 31. Each week a different style will be featured in promotional activities. Styles covered are Wheat Beers (June 21-27), Pilsner (June 28-July 4), American Pale Ale (July 5-11), Brown Ale (July 12-18), American Amber AleJuly 19-25), and lastly, India Pale Ale (July 26-31). The Association suggests consumers check with their local pubs for special activities and visit their website at www.americanbeermonth.com. A few suggestions from the Nexus staff : Visit your local brewpub. Try their sampler. Take a tour of a local brewery. Order a beer you haven't had before. Attend a beer festival (see the listing on beernexus.com) Have a beer tasting party. Enjoy American beer!! ------------------------------------- |
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