Does your beer define you? That’s a biased question, a better one would be does you alcoholic beverage define you? It can sometimes seem that what you drink is as much a fashion statement as the cloths you wear or the music you like.
The stereotypes go as follows: snobs drink wine, real men drink whiskey, college students drink anything, and hipsters drink PBR. Believe it or not companies spend lots of time and money playing to these images.
The Marlboro Man, and the cool Camel have an if-you-smoke-this-you-will-be-manly marketing scheme, while most beer commercials you will consume while watching a game of football go for a this-beer-will-make-you-popular theme.
In lieu of this fact it seems almost counterintuitive that Pabst Blue Ribbon finds the best form of advertisement is to not advertise.
“The resuscitation of Pabst Blue Ribbon offers the best example of how subtle the Don Drapers of today can be. P.B.R. went from a beer known for being cheap and bland and in seeming terminal decline in 2001, to a brand known for being cheap and bland that has increased sales by over 25% since 2008, in spite of raising prices in the middle of a recession. That’s on top of a roughly 60% increase in sales between 2001 and 2006, due to a stealth marketing campaign astutely analyzed by Rob Walker in his book Buying In.
As Walker shows, P.B.R. grew precisely because of the lack of overt marketing. …”
As I said earlier the stereotypical beer for hipsters is PBR, and as the full article notes the brand name has become successful once again because it is a beer that doesn’t try too hard.
Hipsters feel like they are rebelling because the beer doesn’t have an overly corperate feeling you might get from Coors Light. “P.B.R. succeeded by willfully keeping its marketing efforts as neutral as possible, to perpetuate the beer’s underdog image.”
I feel like there is so much irony to this you can’t help but laugh.