Sales of Pabst Blue Ribbon are up an astounding 25% this year, according to Information Resources Inc. And while cheaper beers are outperforming their more expensive peers as consumers look for low-cost options these days, there’s clearly more than pricing at work here.
For starters, PBR isn’t that cheap any more. The brand hiked prices this year, and a case of PBR now costs $1.50 more than MillerCoors’ Keystone, $1 more than Anheuser-Busch’s Busch and Natural brands, and 50 cents more than Miller High Life.
And it’s growing at a faster clip than all of the aforementioned brands — all of which are growing this year — despite the higher price.
So what’s driving consumers to choose PBR? It’s not media spending, that’s for sure. According to TNS Media Intelligence, PBR didn’t register any measured media spending during the first half of 2009.
The full article mentions earlier work with influencers as paying off now as well as being perceived as original, traditional and authentic – a bit more downscale cache than its competition.
I think we have no other choice, dear observers, than to give backslaps to all those annoying a*holes who have completely infested my neighborhood.
Born Curious 
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