Marketing and all things related

Pabst Blue Ribbon is another of those domestic beers too easy to forget. But it seems that a new generation of young urban professionals has rediscovered the brand, and they love the cheap—ahem—inexpensive brew. According to Eric Shepard, executive editor of Beer Marketer’s Insights, “Pabst Blue Ribbon has built this currency of hipness.” And so the folks at Pabst decided it would be a good idea to promote the brand to this demographic with a low key approach that recognizes their good taste. As such, Pabst Blue Ribbon beer decided to advertise on the National Public Radio All Songs Considered program. Shepard said to the Boston Herald “by sponsoring NPR, Pabst is likely able to reach its target audience while avoiding the pushiness of traditional advertising.” Bring us another round, please.