How a Bunch of Urban Hipsters Saved Pabst Blue Ribbon

Not so long ago, PBR was a working man’s beer

If you’re the sort who suffers for days from old commercial jingles that get stuck in your head, then by all means avoid searching YouTube for the Pabst Blue Ribbon weightlifter spot. Its doubtful premise—that a champion athlete can win first prize, but really just wants a brewski—climaxes in song: “I’ve got a taste for livin’ / I’m bringin’ home the Ribbon.” But if you can withstand the jingle, the spot is worth a look. Its polyester shirts, shag haircuts and corner-tavern setting are a reminder that, not so long ago, Pabst was a working man’s beer.

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This story first appeared in the July 8, 2019, issue of Adweek magazine. Click here to subscribe.