Ryan Is Bored

Pabst managed to pull of a strangely effective word-of-mouth campaign that made the long-declining brand an “ironic downscale chic choice for bike messengers and other younger drinkers who viewed the beer as a statement of non-mainstream taste,” reports Crain’s.

Let’s call a spade a spade: Those “non-mainstream,” “younger drinkers” are hipsters.

Usually found smoking European cigarettes and/or cloves, hipsters are known for their despise of anything “mainstream” and their fondness for irony. They listen to bands that no one has ever heard of and start fashion trends that are cool because of their “uncoolness”, e.g., trucker hats or vintage plaid shirts.