The hipster backlash has begun!
Per Advertising Age:
For starters, PBR isn’t that cheap any more. The brand hiked prices this year, and a case of PBR now costs $1.50 more than MillerCoors’ Keystone, $1 more than Anheuser-Busch’s Busch and Natural brands, and 50 cents more than Miller High Life.
And it’s growing at a faster clip than all of the aforementioned brands — all of which are growing this year — despite the higher price.
Think of it as conspicuous downscale consumption, or something like it.
“There’s still a bit of hipness to it,” said Benj Steinman, editor of Beer Marketer’s Insights. “Of all the subpremiums, it’s got a little more cache.”
“It’s an anti-establishment badge,” added a major market wholesaler. “It seems to play to the retro, nonconformist crowd pretty well.”