03-04-2025
Why Pabst Is Releasing A New Beer With Pabst Light
Pabst Light will soon be available nationwide
Pabst Brewing Company was established in 1844. Brewing a beer originally named Best Select and then Pabst Select, Pabst renamed the beer as Pabst Blue Ribbon, supposedly following its win as "America's Best" beer at the World's Columbian Exposition in Chicago in 1893. Although the veracity of the 1893 win is debateable, Pabst Blue Ribbon has enjoyed popularity since, most recently among millennials and hipsters who perceive it as unpretentious and independent.
'PBR drinkers are independent consumers who don't want to fit into beer drinking stereotypes,' said Kim Oakley, Pabst Light Brand Director in a telephone interview. 'Pabst Light is a totally new beer for PBR consumers looking for a lighter beer in addition to PBR.'
Oakley notes that there has been no major new light beer in over 40 years. Miller Lite claims to be the first light beer, having been introduced in 1975. Miller Lite was followed by Coors Light in 1978 and Budweiser Light in 1982. In the late 1970s and early 1980s, advertisements pitted Miller Lite against Budweiser Light in what have become known as 'The Light Beer Wars'. Budweiser Light would be renamed Bud Light and go on to become the best selling beer in America in the early 2000s, although it would lose that position to Modelo Especial in 2023.
According to Oakley, those legacy light beers have stereotypes associated with them with which Pabst Blue Ribbon drinkers do not identify. 'PBR consumers are independent drinkers,' she said.
'Pabst Light has the same PBR spirit, but it is an entirely new recipe,' said Oakley. 'Pabst Light is not just a light version or watered-down version of PBR, although it is lighter and crisper than PBR.' Oakley noted that the ingredients in Pabst Light are not the same as those in Pabst Blue Ribbon, with Pabst Light even utilizing El Dorado hops, a hop currently popular with craft brewers.
Being a newly-formulated beer and with a can design that alludes to a blue ribbon, but which does not contain the words 'Blue Ribbon', Pabst Light can win new customers in addition to keeping Pabst Blue Ribbon consumers drinking within the Pabst brand. Despite Modelo Especial currently being the best-selling beer in America, lower-alcohol beers, and beers espousing low carbohydrate content, have been growing in popularity. Michelob Ultra, introduced as recently as 2002, is the second-best selling beer in America, while Bud Light maintains third place. Coors Light is the fourth best-selling beer in America. Non-alcoholic beers have also been growing in popularity with Athletic Brewing now being the tenth largest craft brewery in America, according to the Brewers Association.
A 12-ounce can of Pabst Light contains 96 calories, 3.5 grams of carbohydrates and 4.2% ABV. The new beer will be available nationwide in 12-ounce cans in 12-packs, 24-packs and 30-packs; in 16-ounce cans in four-packs and six-packs; and in 25-ounce cans. 'Trucks are on the road now,' said Oakley. Pabst Light will not be available on draft as part of the initial release of the beer, but could be made available if consumers demand it, according to Oakley.
