“I firmly believe in people. If they are given the truth, they can be relied upon to deal with any national crisis. The point is to bring them the real facts, and beer.” Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Beer seems to be woven into the very fabric of American culture. Among the numerous alcoholic beverages, beer remains the favorite drink of the majority of Americans. According to one statistic, 43% of Americans who drink chose beer. It was recorded that “brewers shipped 26.4 gallons of beer per person per American adult in 2017.” The Americas consume a lot of beer and have no shortage of variety or accessibility. Entire aisles in grocery stores are filled with different brands and types of beer. You can find beer not only in grocery stores, but also at the corner store, at a restaurant, on the plane, and it would be easy to be within walking distance of a beer at any sporting event. With all of these options, Pabst Brewing, especially Pabst Blue Ribbon beer, has a unique history with an interesting marketing campaign to appeal to America's creative young adults. Pabst Brewing is one of America's oldest breweries. It began in 1848 in Milwaukee, Wisconsin. The founder of the brewery was Jacob Best. Eventually, his son-in-law and the company's namesake would team up with his father-in-law and really start to make an impact on the beer market. But the beginning was humbling. Jacob Best's company produced just 300 barrels in its first year. But it didn't take long for beer to gain traction in the beer market. In 1872 production was approximately 1,000,000 barrels, making it the second largest brewery in the United States. Many factors may have been attributed to his rise to the top, but it appears that taste was the key to that rise. By 1882 the brand won so many awards and competitions, including best tasting beer at the 1893 Chicago World's Fair, that blue ribbons were hand-tied on the bottles to symbolize pride and homage to the beer's award collection . Patrons commonly requested "The Blue Ribbon Beer". This was a way to distinguish this product from the competition. Not only was the taste distinct, but the company had now created a distinct way of packaging the product. Making a product memorable is a component of success and that's what this blue silk ribbon was able to do. Millions of meters of tape were used every year to ensure this symbol adorned every bottle. It was only suspended during the First World War when there was a shortage of silk. And in 1899 the company reaches 1 million barrels of volume and adds the red stripe to commemorate. But over the years the popularity began to decline. Pabst had to get creative and innovative with their marketing. And that's exactly what they did. Pabst Blue Ribbon is not marketed as sexy or pretentious, but rather as a sensible beer that an average American would share with a friend. The man on the left is Eugene Kaspher – President and CEO, the middle photo is Rob Urband – Chief Legal Officer and the man on the right is John Kimes – Brewmaster. These men run a very successful brewery. Yet the outward appearance, the image they want to show, is very casual. There is no need for clothes to represent excessive professionalism. These depictions give the impression that these are just the "average" American just promoting their message as a beer for everyone. Pabst has really targeted young adults with its most recent ad campaign. The title of the campaign is.