rebranding project

History

• Milwaukee, Wisconsin

• Woodridge, Illinois

• World’s Columbian Exposition 1893– Worlds best

• “Blue Ribbon”

• Other Names– Best Select– Pabst Select

Sam Munderloh

• Personal friend

• John Wayne/Chuck Norris/Sylvester Stallone

• “Old School”

• Patriotic

• Miller Light

Who?

• Consumers

• Manufacturer

• Distributors

• Create excitement and everyone wins

Strengths

• Name Recognition

• Loyal Patrons

• Classic Image

• Product Recognition

• Website

Weaknesses

• “Poor Mans Beer”

• Lacking Innovation

• Younger generation

• Availability---PBR Light

Opportunities

• Make PBR a pop-culture fad

• Name recognition/sponsorship

• Younger consumers

• Curiosity

Threats

• 1977– >18 million barrels brewed

• 2001– <1 million barrels brewed

• 90% loss in sales

• Viability of a small company?

How to change the look of PBR?

New Image

• Pride

• Throwbacks– 1882-1916 blue ribbons tied around bottle

necks

• Sponsorship– It takes money to make money

• Free publicity– Social media

A satisfyingly superior way to bend an arm!