The Original Millennial
A Brand Book
Pabst has historically claimed that its flagship beer was renamed "Pabst Blue Ribbon" following its win as “America’s Best” at the World’s Columbian Exposition in Chicago in 1893 (whether any of that is true, is unclear). What is clear, however, is that Pabst is likely the first brand to award themselves a participation trophy, making them the world's first Millennial.
How does PBR celebrate being the first of the worst? By leaning into it, of course.
Calyssa Kramer, Ryan Cuming