Hipsters rejoice! PBR (sometimes known by its proper name, Pabst Blue Ribbon) now has a Canadian online hub.
Developed by Montreal-based shop U92 (formally Uranium Interactive) PabstBlueRibbon.ca is meant to reflect the beer brand’s core audience — young adults highly active on social media who value creativity and individually above all else.
The Sleeman Breweries-run brand became popular among younger beer drinkers due to its low price, lack of big-budget marketing campaigns and blue collar status.
The website contains very little original content, and instead aims to celebrate its loyal fans by repurposing and aggregating social media posts related to the brand. A photo mosaic showcases content shared online with the hashtag #PabstCanada, and under the “News and Events” tab, visitors can check out PBR-sponsored events and activities, along with profiles of Panzerette, a Montreal-based roller derby player, and Jeff Blackburn, a Toronto-based artist who created the brand’s first limited edition can.
“It has had a cult following for quite a while,” said U92 president Jean-Sébastien Monty. “People that are ordering it are younger, hipper, cooler, in-the-know kind of people.
“The idea was to create a destination where we could prolong anything going online, whether it be social or other activities over time. It’s a way for the brand to live through its fans, through its consumers, and through its community. It’s a great place to go, get inspired by this brand and see how other people are interacting with it or expressing it.”
Monty added that since it can be difficult to find establishments that carry PBR (another element of its hipster appeal), an interactive map called “Find PBR” was designed for the site. Users who enter their city, address or postal code are immediately directed to the nearest bar that sells the beer.
