Pabst Brewing’s New Direction

In 2014, businessman Eugene Kashper and two other investors bought the Pabst Brewing Company for $700 million. Under the previous owners, Pabst was a virtual brewery; it contract-brewed all of its beer—Pabst and a variety of other “legacy brands”–at MolsonCoors facilities and marketed those brands using nostalgia rather than advertising.

Kahsper aims to take Pabst in a different direction. It will open a microbrewery and tasting room at the site of the former Pabst brewing complex in Milwaukee. The company will also revive more of the 77 brands that it owns. It will also delve into its collection of beer recipes and bring back classic beers, some of which were last brewed before World War II.

Pabst recently made news by acquiring Small Town Brewery, whose Not Your Father’s Root Beer was the industry’s surprise success story of 2015. The product helped raise Pabst’s overall sales in 2015 by 20 percent and pushed its market share up by a percentage point, even as sales of Pabst Blue Ribbon Beer itself fell off.

Comments are closed.

Powered by WordPress