Pabst Brewing Company: The Classic Revival of the 'Pabst Blue Ribbon' Brand
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
“We want the people to discover it [Pabst Blue Ribbon]. We allow them to find that it's on the premises, that it's making a comeback. Our marketing is that we really facilitate what the market wants.” 1
- Neal Stewart, Brand Manager, Pabst Brewing Company, April 2003.
“People are looking to older brands like Schlitz or Pabst. Instead of going mainstream, they're going for an American classic; Pabst Blue Ribbon had become the hot-rod of beers.” 2
- Alan O'Campbell, General Manager, Downtown Wine & Spirits3, October 2004.
“If people like it, it is because it's non-pretentious; you have to be careful how you market it.” 4
- Kristi Bridges, Partner and Creative Director, Sawtooth Group Inc.5, February 2007.
A Case for Authentic Marketing?
1] Bret Schulte, “Pabst Blue Ribbon: Another
Winner,” www.washingtonpost.com, April 20, 2003.
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