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Posts Tagged ‘Pabst Blue Ribbon’

The Next Big Hipster Brand Will Be…Twinkies?!

Way back in November we posted a sad ode to the Twinkie, an icon of America’s junk food addiction that died before its time. But the spongy cream cake’s fortunes have turned since then: this week the private equity firm Apollo Management Group and the food-oriented Metropoulos & Company bought the Twinkie name, along with other classic snacks like Ding Dongs and Ho Hos, from the bankrupt Hostess company.

Here’s the thing: M&C is the same firm responsible for the triumphant return of once-dead cheapo beer brand Pabst Blue Ribbon.

That’s right: the same guys who turned PBR into the go-to brew for drunk punks, amateur “performance artists” and philosophy students around the country (the world?) are now responsible for managing the future fortunes of the Twinkie.

Can they bring the brand back from the dead using the same nostalgic/ironic strategy? Mr. Metropoulos himself says yes!

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Will the Public Belly Up to Sam Adams in a Can?

Believe it or not, there was a day in America when “fancy pants” beer meant Heineken. An import from Holland, Heineken was like the truffles of beer and changed the complexion of your Dad’s garage refrigerator from the red, white and blue of Budweiser and gold of Coors to an electric green.

But then Sam Adams, using a recipe developed in 1860, came along and changed everything in the mid-90′s, starting a microbrew craze that continues to sweep across America and spurring the craft beer obsession that has altered the landscape and language of our beer culture. Cask ale, anyone? Only $14 per bottle!

The American public has always had an intriguing relationship with beer. Even as U.S. beer drinkers and the beverage they love have grown more sophisticated and worldly, our society stubbornly refuses to let beer become the domain of the 1%.

Some examples: Miller High Life implemented a hilarious ad campaign featuring a delivery guy who lambasted pretentious beer drinkers. And hipsters managed to pull off one of the great ironic miracles of our time by making Pabst Blue Ribbon cool again (OK, the recession probably helped too).

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