A trailer-trash beer wins over the ultra-hip crowd. ""It's definitely a hot beer, especially among trendsetters," says Catherine Stellin, director of marketing for Youth Intelligence, a New York firm that polls young adults about their product loyalties. "It's a little under the radar. There's a sense of authenticity to it." DraftWorldwide Consumer Intelligence, which does similar polling, says young revelers prize Pabst for its "retro" and "white trash" vibe."
... "If someone came in who wanted to [advertise that hipness], I'd leave," [PBR brand manager] says. "I would not work on the brand anymore, because that's not Pabst."
don't let the door hit you on your way out.