Beer, Beer, Beer. It’s a staple of American culture, and in these hard economic times where the purchase and consumption of alcoholic beverages is on the decline, drinks that are on the cheaper side are the ones that are leaving the shelves. Let’s get real, Americans are not going to stop drinking, but they are going to search for the best deals when chosing what they are going to drink. Due to it’s reasonable price and recent publicity, demand and consumption of Pabst Blue Ribbon Beer is increasing at a noticable rate. One thing that the PR department is doing right to increase sales and loyalty to this brand of beer is that they are keeping the price lower than most beers, but still promoting its quality taste. They are not the cheapest beer out there, but it is safe to say that they promote the idea that they are the cheapest good tasting/quality beer on the market. They have also recently been asssociating PBR Beer with the term “hipster,” calling it the Hipster beer, which is attractive to the younger and more beer consuming demographic. Also, PBR does a limited amount of marketing for their product, which is attributed to part of the beers allure. The limited marketing approach is a way of keeping the beer’s authenticity. A new PR tactic that the company is adopting is one that I think is going to be very beneficial. The company is going to attempt to “crowdsource” the purchase of Pabst beer with the creation of a website called, buyabeercompany.com. Basically, consumers of PBR beer could pledge as litte as $5 toward the total sales price for Pabst Blue Ribbon, and in return, contributors will receive product and ownership in the company. Overall, I would say PBR is on the right track with their PR strategies to continue their Beer empire, while gaining more and more consumers on the way.