The Finch Formerly Known As Gold

20 April 2003

PBR for our times

The late Waylon Jennings sang of getting "back to the basics of love" in a relentlessly-untrendy place: Luckenbach, Texas. Shortly thereafter, of course, Luckenbach became hip, and eventually succumbed to a disease once described by Zen master Yogi Berra: "It's so crowded, nobody goes there anymore."

Bret Schulte of The Washington Post sees the beginning of another back-to-the-basics movement, this one packaged in bottles and cans:

Pabst Blue Ribbon, a forgotten if not forsaken brand, once the solace of the beleaguered working man, and, regrettably, a beer often associated with what people in polite company call "trash," has staged a surprising comeback. The resurgence is mostly among young adults, led by colleagues such as snowboarders and indie filmmakers.

Sales of Pabst are up 5 percent; package sales (as dist