How Pabst Blue Ribbon Beer Will Revive Its Portland Music Fest After 7 Years

The brand latches onto the current experiential trend with the return of its 2-day summer event

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Reviving a music festival that last rocked Portland, Ore., in 2017, Pabst Blue Ribbon beer jumps feet-first into the post-pandemic experiential wave with a two-day event coming this summer featuring Billy Idol, T-Pain, Violent Femmes, Big Thief and numerous local favorites.

After a successful four-year run—and expansion to Denver, Atlanta and Philadelphia—the brand retired the outdoor concert, dubbed Project Pabst, to focus on less-labor-intensive ways to hype the blue-collar bargain beer.

But the current heady environment for live events, along with fan and partner interest, helped convince executives to bring it back.

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